From Prague to Budapest: Why Branded Residences Are Gaining Ground in Central Europe

News

6 May 2026

In April 2026, The Opportunity for Branded Residences event series brought together developers, investors, operators, and advisors across three cities in Central Europe. Hosted by RLA Global, Global Branded Residences (GBR), Bogle Architects, and VMI Studio, in association with Minor Hotels, the roadshow took place over three consecutive days in Prague, Vienna, and Budapest. The strong attendance and quality of discussion at each stop reflected a growing interest in branded residential development across the region.

Prague, 21 April

W Prague

The series opened at W Prague, where real estate professionals, international hotel brands, and capital-side representatives gathered for a full day of sessions. Roger A. Allen, Group CEO of RLA Global, joined Riyan Itani of GBR, Sam Barrell of Marriott International, Diana James of Daramis, and Begüm Kaya Kutlu, Senior Director and Head of Mixed-Use Europe at Accor One Living, on the Strategy, Selection, and Partnership panel. Topics included brand selection, operator relationships, and the practical realities of delivering branded residential projects. The day concluded with dinner at W Prague Restaurant.

Vienna, 22 April

Anantara Palais Hansen Vienna

Day two took place at Anantara Palais Hansen Vienna. Austria's reputation as a stable and sophisticated market for luxury real estate set the context for a day of substantive discussion. Roger A. Allen and Riyan Itani were joined on the Strategy, Selection, and Partnership panel by Laia Lahoz Malpartida of Minor Hotels and Balazs C. of Brisen Group. Further contributions came from Ján Krnáč of Cresco Real Estate, Nikolaus Jira of Sotheby's Austria, and Sebastian Deering of Alma. Ian Bogle of Bogle Architects and Hetty Melrose of VMI Studio co-hosted the day. The evening continued over dinner at Rosebar Centrala Restaurant.

Budapest, 23 April

Anantara New York Palace Budapest

The series concluded in Budapest with a focused gathering of local and international professionals spanning development, investment, advisory, and legal, alongside international operators Minor Hotels and Marriott International. Hungary's first branded residential development, M Residences by Marriott International, is already under construction, and a cautiously optimistic mood in the room reflected a market that appears ready for this product type.

Roger A. Allen and Riyan Itani were joined on the Branded Residences Fundamentals panel by Maximilian Scheer of Market Asset Management, Balazs C. of Brisen Group, and Yuan Fang of Minor Hotels, covering developer, operator, advisor, and investor perspectives. Ian Bogle led the Architectural Vision session alongside James Kinnell of Chapel Hill Capital and Viktorie Součková of Bogle Architects. Hetty Melrose hosted the Customer Experience, Sales and Marketing panel with Zach Hopkins of VMI Studio and Ian Linassi of Linassi+Co, focusing on the role of AI in branded residential marketing. The series closed with dinner at Félix Restaurant.

A Market in Motion

The roadshow took place at a relevant moment for the sector. Branded residential properties have grown 198% over the past decade, command an average price premium of 43% globally, and the market is projected to double within the next five years. Central and Eastern Europe is increasingly part of that trajectory, with Budapest showing early signs of meaningful engagement with the branded residence model.

The appetite is evident. Developers and investors in the region are asking informed questions, and the conditions for growth are taking shape.

A sincere thank you to Ana Bucur of GBR, whose dedication was the driving force behind the entire series, and to all speakers, hosts, and attendees who contributed to a productive three days.