Riviera Maya Tops Luxury Branded Homes Market

Mexico — Mexico has solidified its position as one of the most attractive global markets for branded residential developments, a luxury real estate model that combines high-end residences with the prestige and operational expertise of international hospitality brands. According to Luis Ruiz, a partner at the consulting firm Onirius Hospitality Advisors, this segment is experiencing rapid growth, driven by a new generation of affluent foreign buyers.

A Decade of Growth in Luxury Real Estate

Ruiz noted that the trend of branded residences began globally a decade ago, primarily in the United States and Asia. In Mexico, the sector gained momentum approximately five years ago and has since become one of the top five markets worldwide.

“The demand largely comes from high-net-worth millennials who seek identification with luxury brands, loyalty programs, and a high-quality lifestyle,” Ruiz explained. “They want everything ready—immediacy and convenience are key.”

Market Leaders: Los Cabos, Riviera Maya, and Punta Mita

Currently, Los Cabos in Baja California Sur leads the market with 17 hotels that include residential complexes, ranging from villas to high-rise apartments. The Riviera Maya follows closely with seven active projects and an additional 14 under construction. Other prominent destinations include Punta Mita, Mexico City, and Monterrey.

Premium Pricing and Accelerated Sales

For developers, partnering with a hotel brand provides a competitive edge. According to Onirius, adding a recognized brand can increase the price per square meter by 30% to 40%.

“Sales also accelerate significantly,” Ruiz added. “A project that might typically sell out in 24 months could close in just 19 months due to the appeal of the brand.”

Prices in this segment have surged. In Los Cabos, square meter values frequently exceed $9,000 to $10,000, with some exceptional cases surpassing $20,000. In Cancún, certain branded developments have reached unprecedented prices of over $10,000 per square meter—a milestone exclusive to hotel-affiliated projects.

International Buyers Drive Demand

The primary buyers are international, with the majority coming from the United States, Mexico’s largest source of tourists.

“In the U.S., there are around 200,000 individuals with over $30 million in assets,” Ruiz stated. “When they look for a second home by the beach, Mexico’s coastal destinations are often their first choice.”

Projected Growth

The market is expected to expand further. Onirius estimates a 28.5% increase in the global millionaire population by 2027, with many considering Mexico due to its proximity, air connectivity, and world-class beaches.