A seafront villa at the Ritz-Carlton residences in Bodrum, Turkey

The concept of the branded residence was born in New York in 1927 when The Sherry Netherland Hotel began offering privately owned apartments overlooking Central Park. Since then, almost all major hotel groups have jumped on the trend, launching collections of luxurious, fully-serviced apartments and villas across the globe. Here, Dana Jacobsohn, the Senior Vice President of Residential Development at Marriott International discusses consumer trends, the impact of the pandemic, and the launch of the world’s largest branded residential complex to date

Dana Jacobsohn

1.Why do think branded residences have become more popular in recent years?

The comfort of buying into globally trusted brands like The Ritz-Carlton and St. Regis is becoming even more important to buyers as it ensures the very best in services around the globe. All members of our dedicated residential staff go through over 150 hours of training annually and I think that level of service really appeals to buyers, especially during these unsure times.

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2. Has the pandemic brought about any changes in your sector of the real-estate industry?

Our branded residences business has been resilient, and we have seen strong consumer confidence despite uncertainty caused by the pandemic. The live, work and play phenomenon is a trend that we are seeing across our properties. Vacation homes are now becoming places where people stay for longer periods of time. Many of our residents are working from their homes, so they want to have offices and workstations that seamlessly fit into their lifestyle. We expect to see more vacation homes to become a primary place of residence in the future.

3. How do you engage your owners?

Our teams of dedicated residential staff often become like extended family to our residents. Staff members quickly become familiar with owners’ preferences, their pets, and family, so there’s a very deep level of personal engagement within the communities.

Often in our residences, we’ll have an owner’s lounge, and a place where, say, a celebrity chef comes and does a cooking instruction. However, due to the pandemic, we’ve had to get even more creative with our programming and how we engage with owners. For example, at The Ritz-Carlton Residences, Los Angeles,  the staff delivered food to residents during the pandemic, and we organised a cooking class via Zoom.

A render of the living space inside a St. Regis branded beachfront villa

4. Where have you seen the most growth in recent years?

While the majority of our branded residential portfolio is in North America, more than 75% of our pipeline projects are outside the US. We are seeing strong interest from markets in Asia and the Middle East.

Read more: Professor Peter Newell on why the wealthy need to act on climate change

5. What is the most common demand from buyers?

With over 100 locations across the globe, Marriott International’s branded residences portfolio offers something for everyone from beach-front resort-style properties to ski chalets in the mountains or homes that are within walking distance to restaurants in a bustling city. Our buyers’ lifestyle preferences vary, but the common thread is that they all want beautiful design, and trusted services. I think those will always be most important elements to a buyer, regardless of the location.

6. Can you tell us about latest project in Ho Chi Minh City, Vietnam?

We were thrilled to announce this dual-branded project, The JW Marriott Residences and Marriott Residences, Grand Marina, Saigon earlier this year. Located in the heart of Ho Chi Minh City, the project marks the largest branded residential project in the world and is anticipated to include close to 4,200 residential and office units. Each private retreat will offer access to an array of high-quality hotel-like amenities and on-demand services for residents.

Find out more: marriottresidences.com

Maslina Resort sits within a former olive grove on the edge of Maslinica bay. Photograph by James Houston

Why should I go now?

For endless blue skies, crystal clear water, and the slow, seductive pace of island living. Croatia remains one of the most popular and reliable summer destinations in Europe, and thanks to the sheer number of islands (there are over a thousand), there are still a handful of unspoiled spots to be found.

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While Hvar town might be bring to mind superyachts and glitzy parties, the island itself is rugged and wild with dense pine forests, remote fishing villages, and a rich, layered history. Maslina Resort opened quietly in 2020, mid-pandemic, and offers a wholesome, earthy kind of luxury.

First Impressions

The colours are the first thing you notice: the vivid blue and white spray of the Adriatic sea as the speed boat curves around the base of Hvar island and into Maslinica Bay. From a distance, the wooden-clad buildings of Maslina Resort are barely distinguishable amidst the earthy green of the olive and Aleppo pine trees, but inside is everything is bright, open, and bare with smooth, cream walls, terracotta-tiled floors, and white floaty curtains, which divide the reception, library and a sunken lounge. Each space is filled with beautiful objects and eclectic furnishings, including a spectacular 12-ton rock from the island of Brač which serves as the reception desk.

It has the feel of a fashionable, much-loved pied-à-terre, which in a way, it is: the owners are French financiers who fell in love with the raw beauty of the island and purchased the land to build their own little hideaway.

The public spaces are open-plan, creating a sense of light and space. Photograph by James Houston

The Experience

Guests spend their days padding around barefoot in their swimsuits, wandering between the restaurant, poolside, spa and the sea. Bedrooms are divided between six-interconnected pavilions; some have their own private plunge pools or gardens, but for the best sea views, check into a panoramic suite. There are also three spacious seafront villas for groups of friends or families.

The view over the bay from the balcony of a top floor bedroom. Photograph by James Houston

There’s a strong focus on holistic living that connects with the local culture and landscape. Spa treatments involve botanical oils, scrubs and baths, and for those checking in for longer stays, there are wellness programmes designed for stress-relief and detoxification. One of our favourite experiences was guided meditation under the shade of a tree in the organic garden, which sits just behind the beach, providing a soothing soundtrack of rolling waves.

Read more: Professor Peter Newell on why the wealthy need to act on climate change

The main restaurant makes the most of the home-grown seasonal produce, pairing Mediterranean flavours with Japanese cooking techniques (think herby salads, fresh fish, flat breads, and olive oil), while the beach bar (open from 5pm onwards) offers a more causal menu of tapas and seafood dishes.

The indoor dining room at the main restaurant. Photograph by James Houston

As the staff come mainly from the surrounding communities, they have an expansive knowledge of island’s sites, histories and customs. We spent a wonderful afternoon with one of resort’s expert guides,  who took us on a tour of the ancient town of Stari Grad followed by wine-tasting in a beautiful, candlelit cellar, and dinner at a konoba-style restaurant, perched high up on the hillside. 

Takeaway

Unlike a lot of luxury island resorts, Maslina feels genuinely rooted in its surroundings, which has less to do with its architecture, and more to do with the people and natural landscape. The atmosphere is laid-back and unpretentious; you feel at home, almost instantly.

Rates: From €300 per night, including breakfast (approx. £250 / $350)

Book your stay: maslinaresort.com