News / From the associates

This in-depth analysis, prepared by the RYZE Research Department and the REMAX Italia Research Center, examines the branded residences segment—high-end private homes associated with well-known brands, often in the hospitality or luxury sectors, and integrated into hotels and resorts. Under this model, the owner can take advantage of the property’s services—including concierge, housekeeping, dining, and wellness—and entrust the operator with managing rentals during periods when the property is not in use, thereby benefiting from the hotel platform’s commercial and distribution capabilities. The analysis also frames the high-end residential market using a relative criterion, which compares the value of properties to that of their respective local markets, avoiding the application of a single price threshold at the national level. This is a segment with a limited number of sales transactions but significant in terms of revenue.

Data for the first half of 2026 paint a picture of an Italian residential market that continues to expand, though one characterized by more selective demand: sales increased by 5% compared to the same period in 2025 (+4.5% in the first quarter and +5.3% in the second), while average prices per square meter rose by 7.3%. The increase was particularly pronounced for medium- to large-sized homes, with rises of 7.9% for three-room apartments and 6.1% for four-room apartments, while studio apartments saw a decline of 0.87%. The average time to sell has lengthened to 155–160 days, the highest level in the past four years. In the high-end segment, the average discount at closing is limited to 3.7%, compared to 5.7% in the general market; 76% of the properties sold are in excellent condition or have been renovated, and the average floor area is 157 square meters. In Milan and Rome, a property’s value is primarily linked to its location and the prestige of its address: in the urban areas analyzed, prices average over 4,400 euros per square meter, with peaks exceeding 10,000 euros for luxury apartments in the two cities. In this context, it takes an average of 95 days to sell a property—the shortest timeframe among the various regional categories. The outlook for the second half of the year remains positive, but more moderate growth in sales volume and prices is expected, with sales times still slightly longer and a growing focus on the quality and energy efficiency of properties.

The characteristics of the high-end segment vary significantly by region: in suburban areas, recently built or renovated properties equipped with efficient technologies and systems predominate; in seaside towns, views and beach access take on greater importance, while in lake and mountain areas, value is also tied to shared amenities and the experience offered by the setting. For developers, integrating residences into a hotel complex allows them to recoup part of their invested capital in advance through the sale of units, thereby reducing their financial needs and risk exposure. Hotel operators, on the other hand, can expand their lodging offerings and generate recurring revenue through the management of the residences and their associated services. In this regard, the in-depth analysis presents the case of Lake Como: an integrated redevelopment project featuring a resort with a golf course, clubhouse, lake access, and branded villas. The initiative highlights the potential synergies between the hotel and residential components, while also emphasizing the importance of agreements between owners and the operator to ensure continuity of services and define management rights—aspects that can impact the future value of the complex.