Last month, on 22 October, Juan Manuel Reyes, CEO of RGZ Developers, took the stage at the Global Luxury Properties Forum at El Beatriz Madrid, organized by Planner Exhibitions. The forum brought together developers, hospitality groups, investors and advisors from the luxury real estate market, all with one shared question: where is premium residential development heading next?
A roundtable on brands as real estate assets
Mr. Reyes was a speaker at the roundtable “Marcas que construyen: cuando una marca se convierte en un activo inmobiliario” (“Brands that build: when a brand becomes a real estate asset”). The session explored how major luxury brands are entering the residential market, creating new business opportunities and changing how projects are developed, positioned, and marketed. For developers, this shift is more than a marketing trend. It changes how a project is conceived from the very first sketch.
The panel covered the main themes behind the rise of branded residences: business models, licensing, brand value, profitability, international expansion and real-world success stories. Throughout the discussion, one point kept coming back: a brand creates lasting value only when the product behind it lives up to the promise.
The panel
The discussion brought together perspectives from developers, hospitality, and advisory:
- Susanna Mander, Global Director of Brand Expansion at Meliá Hotels International. Meliá is one of the world’s leading hotel groups. Founded in Mallorca, it operates a broad portfolio of brands, from Meliá and ME by Meliá to Gran Meliá and Paradisus, in key destinations worldwide. In her role, Ms. Mander supports the international growth of the group’s brands, including their expansion into the residential segment, where a hotel brand’s service culture can be offered to homeowners.
- Manuel Mariño, Director of Operations at Hyatt Regency Hesperia Madrid. The hotel is located on Madrid’s Paseo de la Castellana and is part of Hyatt, one of the world’s best-known hospitality groups. Mr. Mariño brought the operational side of the conversation: what it takes to deliver consistent, brand-level service day after day, and why operations are what ultimately make a brand credible to residents.
- Juan Manuel Reyes, CEO of RGZ Developers. Mr. Reyes represented the developer’s perspective, drawing on RGZ Developers’ experience in creating and delivering premium residential projects in partnership with internationally recognized brands, as showcased in the company’s project portfolio.
- Yolanda Rueda, New Developments Sales Director at Savills España (moderator). Savills is a global real estate advisory firm with a history dating back to 1855. Ms. Rueda led the session from a new-development sales perspective, connecting the brand and operational views with what buyers actually look for when they choose a branded home.
A developer’s perspective
Reflecting on the session, Mr. Reyes highlighted what a strong brand can bring to a project:
“A great brand doesn’t just give a building a name. It gives buyers confidence, and it gives a development a promise that has to be kept every single day. For us as developers, the real challenge is to turn that promise into design, quality and service that people can actually live in.”
Why it matters
The roundtable showed how closely hospitality, branding and development are now connected, and how much buyers value the experience and reputation behind a residence. For markets such as Spain, and Marbella in particular, where international demand for exclusive homes continues to grow, this convergence opens up new ways to create and capture value. RGZ Developers was glad to contribute to the conversation and thanks Planner Exhibitions, the moderator and its fellow panellists for an inspiring exchange.
About RGZ Developers
RGZ Developers creates extraordinary residences that blend cutting-edge architecture, high-end design and impeccable execution. The company reports more than €2 billion in residential and mixed-use properties managed and delivered, over €900 million invested in landmark projects across Marbella, and more than 18,000 residences delivered throughout Europe and Latin America. Learn more about RGZ Developers and investment opportunities.
Branded residences are a core part of that approach. RGZ Developers collaborates with iconic brands such as Versace Home, Bentley Home and Pininfarina, giving each development a distinct identity:
- Ocho de Oro, with Versace Home. Eight boutique villas with interior design by Versace Home in Nueva Andalucía, Marbella. Visitors can experience the craftsmanship first-hand at the Versace Home showroom in Nueva Andalucía.
- AÍDA, furnished by Bentley Home. Eight duplex residences on Marbella’s Golden Mile. Read more in our latest news: AÍDA by Bentley Home: The ultimate branded residence in Marbella.
Across these projects, RGZ Developers’ philosophy is the same: combine investment strategy, top-quality architectural design, and precise execution so brand, design, and build quality reinforce one another.
Interested in one of our projects? Get in touch with our team or explore all projects.
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