Dubai’s Branded Residences Surge 43% — Fueling Luxury Home Maintenance Demand
Dubai has once again strengthened its position as the global hub for luxury living. The city’s booming branded residences market is not only transforming the skyline but also reshaping the demand for premium home maintenance services.
According to Global Branded Residences (GBR), more than 13,000 branded units were sold in 2024 — a staggering 43% increase compared to the previous year. With 132+ developments and over 43,000 units already in the city, this figure is expected to more than double by 2030, cementing Dubai as the world capital for branded residential projects.
Why Maintenance is the New Luxury
Branded residences — from Address and Palace to Four Seasons and Vida — attract high-net-worth buyers who expect five-star service beyond the sale.
Zohaib Azhar, Director of Operations at Hitches & Glitches, explains:
“With luxury branded residences increasing their share of Dubai’s booming property market and attracting investors with high standards, the quality of maintenance services needs to not only meet but exceed those expectations.”
Buyers pay a premium of up to 69% for branded properties compared to non-branded ones. Understandably, they also want professional maintenance to preserve both the aesthetic value and the long-term appreciation of their assets.
Tech-Driven Property Care
To meet this growing demand, H&G has introduced a smart maintenance platform via its parent company Farnek’s HITEK division. Through a mobile app, owners can:
Track requests in real-time
Approve and pay remotely for materials
Stay in control even while traveling abroad
Currently, H&G manages over 1,500 active Annual Maintenance Contracts worth more than AED 26 million, handled by 240+ qualified technicians.
Their services go beyond traditional MEP, AC, and carpentry work. They also maintain:
Swimming pools and Jacuzzis
Gym equipment
Home automation systems
Laundry appliances
In addition, demand for housekeepers, chefs, butlers, and security staff is rising, especially among branded residences owners who view their homes as holiday retreats or secondary properties.
The Bigger Picture: Investment & Lifestyle
For global investors, Dubai offers an unbeatable mix of:
Tax-free income
Golden Visa options
World-class infrastructure
High capital appreciation
This explains why branded real estate contributed around AED 60 billion in transactions in 2024, making up nearly 8.5% of Dubai’s total market value.
With the sector set to double in size by the end of the decade, the link between luxury residences and premium maintenance is only expected to grow stronger.
