PKF hospitality group, in collaboration with the Future of Hospitality Institute, has published a new white paper detailing the current relocation trends among high-net-worth individuals (HNWIs). The report, “Millions on the Move: The Increasing Global Mobility of Millionaires and the Consequent Impact on Branded Residences,” highlights how growing wealth mobility is driving demand for branded residences globally.
The number of millionaires who relocate internationally has risen sharply in the past ten years, from around 51,000 in 2013 to an estimated 142,000 in 2025. By the end of 2026, this number could grow to 165,000. This trend reflects a fundamental shift in how wealthy people value wealth preservation, quality of life, and global investment opportunities.
According to the study, security, tax attractiveness, quality of life, economic stability, residence programs and entrepreneurial freedom are among the most important factors in the choice of location. Accordingly, countries such as the United Arab Emirates (UAE), the US, Singapore, Switzerland, Italy, Saudi Arabia, Portugal, Spain, Greece, Canada, and Australia continue to attract wealthy individuals and families seeking long-term stability and opportunity.
“The movement of wealth has become one of the most powerful indicators of confidence in a country’s future,” said Akshara Walia, Director of Research at PKF hospitality group. “Wealthy people no longer choose their place of residence solely on the basis of tax advantages. Good governance, security, infrastructure, quality of life and long-term growth prospects have become equally important decision-making factors.”
The study identifies branded residences as one of the biggest beneficiaries of this development. By combining luxury real estate, hospitality services, brand prestige, investment value and flexible ownership models, branded residences have become the preferred form of housing for globally mobile HNWIs. Concierge services, security concepts, wellness offers, operational relief and the security of a strong brand also often lead to significant price premiums compared to classic luxury residential properties.
“Branded residences are located at the intersection of global mobility, hospitality and luxury living,” Walia explains. “Buyers today are no longer just buying a property, but are investing in a holistic lifestyle ecosystem that offers comfort, security, consistent service quality and global brand trust.”
For the future, PKF hospitality expects four key developments in the branded residence market: new asset hotspots such as Montenegro, Malta, Latvia, Costa Rica and Panama, deeper technological integration with AI-supported services, increasing sustainability requirements and a stronger focus on wellness and longevity concepts.
“The future of luxury living will be one of flexibility, personalization, wellness and seamless experiences,” Walia concludes. “The more mobile global wealth becomes, the more branded residences will establish themselves as the preferred form of living for internationally oriented wealthy buyers.”
