Imagine a new source of facility and cleaning accounts where clients want more services, not less, and get this—all of this at a high margin rewarded for advanced cleaning methods, luxury supplies, immaculate repairs, and a demand for sustainability that will at times, include high-standard hypoallergenic cleaning. What is this new source? Branded residences!

A branded residence is a luxury home, apartment, or condominium affiliated with prestigious high-end brands or lifestyle labels, such as cars, food, beverages, fashion, and luxury hotels. Think Bentley, Porsche, Mercedes-Benz, Aston Martin, Bugatti, Nobu, Cipriani, Armani/Casa, Fendi, Elie Saab, Bulgari, Dolce & Gabbana, Versace, Roberto Cavalli, Marriott, Hyatt, Four Seasons, Mandarin Oriental, Aman, Ritz-Carlton, Rosewood, St. Regis, and even famous people as well.

These properties guarantee quality through brand association, featuring services such as concierge, housekeeping, and facility maintenance, ensuring an ultra-luxury lifestyle.

Certified companies needed

Having been a vice president, service provider, licensed property manager, and CIMS assessor, I have been in and around the luxury hospitality industry for over 30 years! This exploding market needs certified companies that want to expand the bandwidth of their brand with professional, specifically trained cleaners and facility specialists. These companies will ensure that the owners, guests, and renters of branded residences receive the five-star service they are willing to pay a premium to obtain.

Branded residences present a new paradigm for cleaning and facility maintenance. The evidence of this can be ascertained via the International Luxury Hotel Association (ILHA) list of services requested for the branded residences and the hotels that are part of the mixed-use development. The following are just a small sampling:

• High-touch cleaning
• UVC cleaning
• Fogging for disinfection
• Air cleaners
• Ozone-based laundry
• Pure essential oils

There are many more, and the list keeps growing. I have heard that owners in Miami, FL, are requesting Clean Room protocols as outlined by the International Standard Organization (ISO).

Certifications will pay off handsomely, as management and owners in branded residences demand credentials to ensure their assets are protected and treated with care. Long-tenured employees who thrive on providing excellent service can be rewarded for their loyalty and expertise.

There is no shortage of talented companies or extraordinary employees for this market, as a 2024 CMM In-House/Facility Management Survey illustrates:

• 45% of employees have 8 years or longer of service to the company
• 81% of companies surveyed indicated that outside certification(s) were important to at least a moderate extent.

The explosive momentum of branded residences

In late October of 2025, at the Branded Residences Forum, Riyan Itani, founder and director of specialist branded residences advisory Global Branded Residences (GBR) wrote: “Such is the speed of growth in the sector that an additional 40 projects have been announced in just two months since that presentation, a clear testament to the sector’s explosive momentum in 2025.

Companies looking to build and expand their brand should act now, as affiliation with a leading brand provides access to higher profit opportunities. If there is hesitation on delving into this new and exciting market, consider the following quote of Arthur Schopenhauer: “Every truth passes through three stages before it is recognized. In the first, it is ridiculed. In the second, it is opposed. In the third, it is regarded as self-evident.”

In conclusion, highly trained and certified professional companies are vital to the success of branded residences! Contribute to the luxurious lifestyle, resident satisfaction, and long-term value of these high-end properties.