The Boom Of Branded Residences

When a Gen X physician and her partner, living in New Orleans, began looking at retirement properties they ran through options in Mexico and South Florida where they thought a good fit might exist. They specifically wanted an affordable cost-of-living, traveling ease of getting back to visit family, an ocean/beach setting, new construction, a minimum of two-bedrooms and two-baths, all for around $650,000.

After considerable research, along with adding in a host of other variables, including the ease of hotel-like amenities, they couldn’t resolve their concerns in their original areas, over safety, market stability and the possibility of natural disasters.

Avoiding Natural Disasters And A Bubble

Miami in particular, seemed attractive but there were so many high rise residential properties both under construction and in the pipeline, that they worried about market bloating. In 2025 UBS, the Global Wealth Management Firm, ranked Miami as “the top city globally at risk of a bubble”. Two-bed- and bath options, with their list of “needs” started around $1.1 million USD and those options were, at best, overlooking the Miami River, not the ocean.

Mexico, with dazzling new construction, in ex-pat friendly cities like Tulum, Riviera Maya, Cancun and Puerto Vallarta were very attractive but it was difficult to over look that Mexico ranked 18th in the world for murders and 39th on the Global Crime Index (the US ranks 59th). Kidnapping and cartel activities were generally occurring in parts of the country not catering to ex-pats, but they didn’t want to think “what if”.

Remembering Hurricane Katrina

The fact they were from New Orleans, with the affects of Hurricane Katrina still fresh in their memory, both Mexico and South Florida sent up red flags in terms of the possibility of extreme weather events such as hurricanes, flooding and earthquakes. In fact, Mexico ranked in the top four of countries by the Natural Disaster Index, as being vulnerable to extreme weather events. For them, Miami was even more vulnerable, along with skyrocketing costs for home insurance.

Back in research mode, the couple landed on Panama and their boots-on-the-ground experience made it even more attractive. The lack of natural disasters, the vibrant culture, the stability that Panama’s monetary system being pegged to the United States dollar provides, exceptional health care, a stable government, and the openness of the Panamanian people seemed to make the location near perfect. They did have some concern about traffic congestion, but dismissed that when they learned a fourth bridge connecting Panama Oeste and Panama City along with a new subway line under the Panama Canal was under construction and both were scheduled to officially open in 2028.

Featured In The New York Times

The couple’s journey to find the perfect retirement location, was featured in a 2026 New York Times article which highlighted the benefits of not just Panama, but of a hotel branded property. According to Savills, a global London-based real estate services and research company, branded resort properties provide a premium focusing on sustainability, wellness, a luxury concept, appropriate staffing, and mixed use. Having a recognizable name, like Westin, provides much better re-sale internationally especially in emerging areas such as Panama.

After considering Panama City options in Playa Bonita and Costa del Estes and a third in Los Santos Providence, about 225 miles south of Panama City, they choose the yet-to-be-built Residences at the Westin Playa Bonita. Located 10 miles south from Panama City and adjacent to the international business district, Panama Pacifico, the Westin Residences will be completed in 2029. It will join the five star Westin Playa Bonita Resort and Casa Bonita condominiums in a gated community with a private beach. The new subway and bridge will easily connect the area to Panama City and Tocumen International Airport.

“When this Westin residence came up and I was like, you know what, this would be great because if something ever happens, being in a Westin property or a Marriott property, I feel like we would be taken care of,” she said. “It wouldn’t be like you’re on your own. I feel a company would take care of us.”

Three Bedrooms and Three Baths

The New Orleans couple purchased a two-bedroom and bath unit, convertible to a three-bedroom, three-bath residence on the 13th floor, with Pacific Ocean and Panama City views in the branded Westin Residences, for $660,000. The HOA fee is $525 per month with a total of 1,375 square feet. The third bedroom possibility ( a real bonus in their eyes) can be “locked off” and rented, through the Marriott International reservation system. The purchase includes on-site management, concierge, a rooftop restaurant, cinema, event space, two pools and membership in The Pearl Club, a private beach club and spa located withing the Playa Bonita complex. They also will be within walking distance of the Westin Playa Bonita resort with numerous restaurants and hotel amenities.

The couple is very happy they purchased their new residence in January for $660,000 as reported in the New York Times, because they have already realised a positive ROI (return on investment). Those same units are now selling in the low $700,000s. Smaller units, such as one with 861 square feet can be currently obtained for the mid-$400,000s.

The new Westin Residences in Playa Bonita is part of a world-wide boom of branded real estate. In 2024, there were 764 residential projects globally and by the close of 2025 there were 910 with a projected 1,747 total to be completed by 2032. Global branded homes grew 180% in the last decade.

Leading The Way Since 2002

Marriott International, which includes branded residences by Westin, Ritz Carlton, St. Regis, W, and JW Marriott among others, has been leading the branded residential market since 2002. The Waldorf Astoria, Four Seasons and Aman are other luxury hospitality brands that offer residences along with some fashion houses and automotive brands such as Bentley and Porsche.

Branded residences blur the boundaries between work, daily living and leisure. The concept of branded residences was first introduced in Manhattan in the 1920-30s but didn’t start on the current boom trajectory until the 1980s when the Four Seasons introduced 95 luxury residences in Boston, Massachusetts in 1985. Marriott opened their initial branded residences with a Ritz-Carlton in 2000 in Washington, D.C. Marriott is now the undisputed leaded in the sector.

Highest Operations and Design Standards

While Marriott International is noted for it’s exceptionally strict operations and design standards it also demands precise standards for it’s property developers globally. The Residences at the Westin Playa Bonita are the product of Panama’s leading real estate developers and hoteliers, Empresas Bern. Since 1978 the Bern corporation has been the gold standard for real estate and hospitality, which has defined the Panama City skyline. Today they own and manage some 2,000 hotel rooms across a multi-faceted portfolio in Panama.

The couple, outlined in the New York Times, are already taking Spanish lessons (he is much more fluent than she is), fettering out the best dance spots in the city, and exploring the exceptional food scene. Both are anxious to move into their new second home in Playa Bonita. However, they must wait until the project is complete. “I’m super excited about the move,” she said, “it literally keeps me working right now!”