We can’t ignore celebrity branding or endorsement. If a product has mega pop stars or popular influencers lending their name to it, sales can shoot through the roof.
How about in the real estate world? Can a big hotel brand name boost sales for a residential project? Let us examine three cases: The Ritz-Carlton Residences, Pullman Residences (a development by Accor) and St Regis Residences.
The freehold Ritz-Carlton Residences in Cairnhill (District 9) was completed in 2011. Despite an average price of $4,239 psf, it sold well. Its historical high is a whopping $5,146 psf in December 2007 for a 3,057-sf 4-bedroom unit. During that time, its contemporaries were only priced within the $1k+ to $2k+ psf range.
The Ritz-Carlton Residences on Cairnhill Road
So, what makes the Ritz tick? Is it just its brand name or much more than that? We found out that it’s a combination of service excellence, amenities and luxury.
Everyone who buys into the Ritz-Carlton brand knows that a lifestyle of distinction and comfort beckons. Things like the legendary Ritz-Carlton concierge service, in-residence dining and a dedicated management team (comprising a director of residences, concierges, valets, doormen and the like) are all a given.
With a hundred-year history, Ritz-Carlton has an unshakeable credo and corporate philosophy of unwavering commitment to service, both in their hotels and in their communities. The brand has been recognised with numerous awards for being the gold standard of hospitality.
Amenities typically include private, owners-only pools, fitness centres, lounges, screening rooms, in-residence dining and spa services.
Being the first freehold Ritz-Carlton Residence property in Asia, The Ritz-Carlton Singapore is built on elevated prime land centrally located just five minutes from Orchard Road.
The 56 well-appointed residences and two penthouses at this property set a new standard of luxury living in Singapore. They feature top-of-the-line designs, designer fittings and sublime finishes such as marble or stone floors, custom cabinetry as well as appliances and fixtures by Sub-Zero, Wolf, Gagganeau, Miele and Kohler. Each residence also comes with en-suite bathrooms for all bedrooms.
The amenities and recreational facilities provided on the ground floor and three beautiful sky terraces include a resort-style main pool, lap pool, tennis courts, fitness centre, manicured maze garden, barbecue areas, library, morning coffee bar, open gourmet kitchen and entertainment area, all managed by The Ritz-Carlton.
Let’s allow some pictures to do the talking.
Entrance
Entertainment area
Wading pool
Wading pool
Jacuzzi
Club lounge
Library
Living room
Living room
Living room
Dining room
Bedroom
Bedroom
Bedroom
Next is the freehold Pullman Residences on Dunearn Road (District 11). Despite an average price of $2,945 psf, it also sold well. Its historical high is a whopping $3,491 psf in December 2021 for a 667-sf 2-bedroom unit. Its buyer profile includes 75.9% Singaporean, 13.9% permanent residents and 10.1% foreigners.
Just like The Ritz-Carlton, Pullman Residences is a branded residences designed to offer a luxurious and pampered lifestyle. Whatever hotels are able to deliver, Pullman Residences is able to offer – from perks to services to facilities – residents will feel like royalty at their own residence.
Purchasing a unit at Pullman Residences brings residents into the entire Pullman & Accor experience, which includes membership in the Accor Ownership Benefits Programme alongside a global VVIP status.
The exclusive benefits include:
- Platinum status in Accor Live Limitless loyalty programme:
- Guaranteed room availability up to 2 days prior to arrival
- Welcome drink and amenities
- Access to the executive lounge (where available)
- 20% off best available rate at more than 4,000 Accor hotels and resorts worldwide
- Room upgrades on arrival (subject to availability)
- VIP Reservation Desk
- Local benefits at select Accor hotels including the upcoming Pullman Hotel in Singapore
Besides guaranteed exclusive benefits among their chain of hotels and resorts worldwide, this is how it’s like stepping into Pullman Residences Singapore.
First off is the majestic sculpture at its grand drop-off heading towards the grand concierge lobby – something not many developments have, complete with an attending doorman on duty.
Grand drop-off area showing the magnificent structure
Upon entering the lobby, there is a concierge team ready to attend to your everyday needs. By needs, these refer to a series of a la carte services you can opt for readily and then getting the charges billed to your personal accounts. Here, it is a fuss-free single contact point for residents where the porter arranges and coordinates all the services, like the following:
- In-residence catering, personal chef
- In-residence housekeeping at any frequency you prefer
- In-residence maintenance
- Shopping services, personal assistant
- Dog-walking service
- Dry cleaning & laundry
- Private transportation/limousine service
- “While You Are Away” maintenance package
- Accor Ownership Benefits Programme
These are on top of core services included in the monthly management fee:
- Management office staff
- Owner services team which includes the porter, doormen and clubhouse/residential lounge staff
- Security
- Common area maintenance, housekeeping and utilities
- WIFI internet in Residence Lounge
The penthouse unit
6th floor pool deck
A typical unit showing the living room, dining area and kitchens
Living and dining rooms
Dry kitchen
Dry kitchen
Study room
Finally, we have the 999-year leasehold St Regis Residences in Orchard (District 10), which was completed in 2008. Its average price per square foot was $2,362, but its historical high was $4,653 psf for a 6,017-sf 5-bedroom unit.
St Regis Singapore is a high-end hotel cum upscale residential development by the highly reputable Richmond Hotel Pte Ltd. It is the first St. Regis in Southeast Asia, and the apotheosis of luxury, offering legendary bespoke service and refined elegance.
The twin 23-storey residential blocks comprise 173 beautifully appointed units that has a varying number of bedrooms ranging from 3- and 4-bedroom types to sky suites and villas. These units are generously proportioned from 140 to 677 sqm. The 4-bedroom type, which is the majority, measures from 197 to 378 sqm.
Besides a spacious floor plan, each unit is equipped with a fantastic choice of home appliances and furniture that elegantly blends with its classy interior. These include a Bulthaup cabinet system from Germany, Corian solid surface countertop by Dupont, Meile stainless steel kitchen appliances, wardrobe by Truggelmann of Germany, German-made Kaldewei long bath, and German-made Dombracht bathroom features and accessories.
The exclusive concierge is at residents’ service be it night or day. With every need of the residents anticipated, every wish is fulfilled. At St Regis Residences Singapore, the famous St Regis Butler Service is comparable to all St Regis hotels and residences around the world.
Living / dining area
Living / dining area
Swimming pool / Pool deck
Swimming pool / Pool deck
Gourmet kitchen
Bathroom
Penthouse unit
In this article, we’ve highlighted the benefits of buying a hotel-brand residence. If you want to know more, schedule a visit with us or book a free consultation with our trusted and renowned representatives.
Lastly, don’t forget to like, subscribe and share our articles with your friends if you think our content is useful to you. And if you would like us to write a review for any property projects, have a blast in the comment section below.
