Thailand has quietly taken the lead in one of the most exclusive corners of global real estate: branded residences. This rarefied segment, where world-class hospitality meets permanent ownership, allows residents to enjoy the service standards of iconic hotel brands within the privacy of their own home. With more than 40 completed developments and a further 63 projects in the pipeline totaling 14,389 units, the Kingdom now commands 23.3% of all branded residence supply in Asia, overtaking even China’s 17% share.
Against this backdrop, October 2025 marked a defining moment. Within weeks of each other, two highly anticipated InterContinental-branded residences were launched: InterContinental Residences Bangkok Asoke and The Residences at InterContinental Phuket Resort. These launches mark a major milestone for InterContinental’s branded residence portfolio, underscoring both the brand’s confidence in Thailand and the country’s maturation as a destination for the world’s most discerning property investors.
Bangkok Asoke: Freehold Prestige in Sukhumvit’s Golden Mile
In the capital, InterContinental Residences Bangkok Asoke brings a new expression of urban sophistication to Sukhumvit’s Golden Mile. Positioned on Sukhumvit Soi 16, directly opposite the landmark Foodland supermarket, this THB 5.5 billion freehold development by CG Capital, part of the Central Group, introduces just 88 exclusive residences in a striking 32-storey tower conceived under the concept “Timeless Design, Future-Ready Comfort.”
Exclusivity is embedded in the design. With only four units per floor, every residence enjoys coveted corner positioning, multiple exposures, and cross-ventilation, creating a sense of privacy more commonly associated with standalone penthouses. Two-bedroom residences start from 139 square metres, while three-bedroom premier units extend to 254 square metres. At the pinnacle sit expansive penthouses ranging from 453 to 547 square metres. Prices begin at THB 40.8 million, or roughly USD 1.25 million, translating to approximately THB 293,525 to THB 434,879 per square metre – firmly within Bangkok’s ultra-prime bracket.
What truly sets InterContinental Residences Bangkok Asoke apart is the seamless fusion of freehold ownership with full five-star hospitality infrastructure. Residents benefit from 24-hour concierge services delivered to InterContinental’s exacting brand standards, alongside a 25-metre saltwater swimming pool, hot and cold plunge pools, a fully equipped fitness centre with dedicated yoga and pilates studio, a private residents’ lounge, co-working space, meeting rooms, game room, and even an art studio. The overall experience is calibrated to match the amenities of the world’s finest hotels, but with all the comforts of home.
The address itself represents a rare urban trifecta. Proximity to both BTS Asoke and MRT Sukhumvit ensures effortless connectivity across the city, while neighbouring Grade-A office towers such as Exchange Tower and Summit Tower place Bangkok’s business elite within walking distance. Luxury retail at Terminal 21, EmQuartier, and the upcoming EmSphere brings world-class shopping mere minutes away. Meanwhile, the recently expanded Benjakitti Park, now connected to Lumpini Park, offers coveted green space in one of the city’s densest luxury corridors.
Completion is targeted for the second quarter of 2029, with VIP sales having begun on 16 November 2025. Crucially, the foreign ownership quota remains available, allowing international buyers to secure true freehold ownership in a market where quota limitations often push overseas purchasers toward less favourable leasehold structures.
The Residences at InterContinental Phuket Resort: Seamless Resort Living on Millionaire’s Mile
If Bangkok Asoke is the embodiment of vertical urban elegance, The Residences at InterContinental Phuket Resort represent tropical sanctuary living at its most refined. Developed by Proud Real Estate, the publicly listed company behind the sold-out InterContinental Residences Hua Hin, this THB 2.5 billion project occupies 3.5 rai, approximately 5,600 square metres, on Kamala Beach’s famed “Millionaire’s Mile,” one of Phuket’s most coveted coastal addresses.
Here, InterContinental has created something genuinely unprecedented: the world’s only InterContinental-branded residences directly attached to an operational InterContinental resort – the two MICHELIN Keys-awarded InterContinental Phuket Resort. This direct physical connection elevates ownership beyond the typical branded residence model into fully integrated resort living. Owners enjoy privileged access to the hotel’s acclaimed restaurants, Sati Spa (named Best Luxury Wellness Spa in Thailand at the 2025 World Luxury Awards), yacht charter services, tennis facilities, and the resort’s seasoned concierge team.
Architecture and masterplanning, entrusted to Habita Architects, draw inspiration from Phuket’s distinctive Sino-European and Peranakan heritage. Traditional shophouse proportions are reinterpreted through contemporary design, with natural stone cladding, generous shaded terraces, and wide balconies that dissolve the boundary between indoors and out. Two seven-storey low-rise buildings house just 111 residences, ensuring the development maintains an intimate, resort-scale atmosphere rather than feeling like an urban high-rise.
Residences range from one-bedroom suites starting at 59 square metres to dramatic five-bedroom penthouses reaching 425 square metres. Prices begin at THB 15 million, approximately USD 462,000, representing compelling value when compared with equivalent branded residences in global resort destinations such as Dubai, Miami, or Hong Kong. All units are delivered fully furnished to InterContinental specifications, enabling immediate move-in or smooth entry into the rental programme.
Wellness is central to the project’s philosophy. The development is pursuing global Fitwel Certification, a rigorous building standard focused on occupant health and wellbeing. Planned amenities include hydrotherapy massage systems, Aqua Symphony water features, Technogym fitness equipment, and a rooftop yoga and meditation pavilion with panoramic mountain and ocean views. Sustainability is woven into the infrastructure through solar power systems and comprehensive waste and water management, positioning the project firmly within Phuket’s new wave of “wellbeing residences.”
Residents also gain access to PROUD privileges and the IHG One Rewards ecosystem, unlocking a global network of lifestyle advantages across hundreds of InterContinental properties worldwide. The sales gallery officially opened in late November 2025 at InterContinental Phuket Resort, with completion currently targeted for 2028.
Why Thailand, Why Now
Thailand’s dominance in branded residences is no accident. A mature tourism infrastructure supports year-round luxury hospitality operations, while world-class healthcare and international schools address the lifestyle needs of long-stay residents and expatriate families. Favourable foreign ownership regulations – particularly the 49% freehold quota for condominiums – provide clarity and security for overseas buyers. At the same time, property prices still offer exceptional value compared with Western or Middle Eastern markets.
Market data underscores just how sought-after branded residences have become. In the first half of 2025, CBRE Thailand reported that branded residences accounted for 10% of total condominium supply in Phuket, versus only 1% in downtown Bangkok, highlighting their status as “rare items.” These projects typically command rental yield premiums of 50–80% over non-branded comparables in Phuket and tend to deliver superior capital appreciation, thanks to brand prestige, professional management, and strong global recognition among investors.
For InterContinental, the Bangkok and Phuket launches represent a strategic push into one of the fastest-growing segments in global real estate. The brand already has more than 30 branded residence developments worldwide that are either open or selling, supported by over 80 years of hospitality heritage and a network of 231 hotels across 70 countries. Thailand’s 23% share of Asia-Pacific branded residence activity, on par with North America’s proportion in its own region, makes the Kingdom a natural beachhead for InterContinental’s first standalone residential ventures.
Alexandra Yeo, Vice President of Global Branded Residences at IHG Hotels & Resorts, has described InterContinental Residences as a way of combining cultural discovery with the brand’s unrivalled knowledge of the world, translating hotel-style hospitality into an everyday residential experience. Rajit Sukumaran, IHG’s Senior Vice President and Managing Director for East Asia and the Pacific, points to Thailand’s leadership ahead of China and other major markets as a key reason why partnerships with CG Capital and Proud Real Estate are so strategically important.
A New Asset Class for Ultra-High-Net-Worth Buyers
For ultra-high-net-worth individuals, branded residences have evolved into far more than trophy assets. They are turnkey lifestyle investments that blend convenience, prestige, and performance. Global brand recognition supports resale liquidity in a way most unbranded luxury condominiums cannot match, while professional, hotel-standard management removes the typical headaches of property ownership. Optional rental programmes can transform a holiday home into an income-generating asset during periods of owner absence.
Freehold tenure is another critical component of the investment story in Thailand. Both InterContinental Residences Bangkok Asoke and The Residences at InterContinental Phuket Resort are structured as freehold projects, offering long-term security that many leasehold schemes lack. Under Thailand’s Condominium Act, foreign-owned freehold units can be transferred through inheritance, enabling true multi-generational wealth planning.
Location amplifies everything. Asoke stands at the intersection of commerce, culture, and connectivity, with land prices in the corridor approaching THB 3 million per square wah and Bangkok’s overall rental index having recently risen by 9%, signalling sustained demand. On the Andaman coast, Kamala’s Millionaire’s Mile continues to attract global ultra-wealthy buyers seeking second homes in one of Asia’s premier beach destinations, where villa and branded residence rental yields often reach 7–10%.
As Thailand consolidates its status as Asia-Pacific’s branded residence capital, and as InterContinental plants its first standalone residential flag firmly on Thai soil, the October 2025 launches in Bangkok and Phuket stand out as more than just new property offerings. They mark a new chapter in the Kingdom’s evolution as a world-class destination for international investors who expect nothing less than the pinnacle of luxury living.