Luxury by design. Out of context, these three simple words may not sound like much, but when used to express a certain brand identity they hold enough power to impact the sales and reputation of a multinational real estate corporation.
Used as the tagline for the highly strategized branding of X2 (pronounced “cross to”) properties, the words “Luxury by Design” help the company attract a targeted demographic of buyers. When read or spoken, the words can foster a set of emotions and ideas for the general public to associate with their brand. Perhaps most importantly, the tagline helps the company stand out from its competition; which thus helps it achieve significantly higher sale prices and rental yields than its equivalent, non-branded counterparts.
Branded developments do, in fact, yield higher
In a recent study conducted by the worldwide real estate consultancy, Knight Frank, it was found that branded developments in general command an average 31% uplift compared to non-branded, but otherwise-identical developments. In South East Asia’s fiercely competitive residential property market, it’s no surprise that the thoroughly-branded developments, such as those created by X2, are outselling their competition to buyers who see the value in investing not just in a property, but in the brand behind it as well.
What does it mean to be branded?
Being thoroughly branded is more than just having clever marketing with a consistent logo and tagline; it’s having the development actually emulate what the brand says it is. In the case of X2, the words “luxury by design” are truly revealing of what a buyer will find in one of their properties, as high design and luxury living are the two key focuses of the brand identity. In the company’s brand guidebook, it states that the X2 brand is focused on helping developers not only “break out from traditional design concepts of tropical properties in the region, but also to redefine luxury in completely new terms, allowing guests to ‘Cross To’ (X2) a new dimension of luxury.”
X2’s focus on luxury and design is evident in all aspects of the properties themselves. In order to protect the integrity of the brand, the company is careful to work with developers who will be able to cater the projects around X2’s meticulous brand ideals. This means that if a property is to be considered a part of the collection, X2 must be involved in every step of the development process; from the architectural blue prints, to the construction, to selecting interior décor and high-end appliances.
The need to begin the branding process from the beginning of a project’s development means that X2 is quite exclusive when it comes to selecting the projects they partner with. This consistency in brand and quality has paid off for X2, as it has been recognised as a superior collection through numerous awards, including being named as Thailand’s leading boutique resort at the WTA (World Travel Awards). In turn, this has helped the company expand their brand internationally. Today X2 properties can be found in three countries around South East Asia, with new projects still on the horizon.
The newest addition to the X2 brand
X2’s ever-improving reputation and growing popularity is the single-most important factor in its development as a company. The more investors who trust in X2’s brand reputation, the stronger its value proposition becomes. Now, working together with Asian-based hotel and design professionals, X2 is adding its 26th development to the collection, with the new X2 Vibe Samui Nautilus location.
Opening in early 2016, the X2 Vibe Samui Nautilus will be a new project that perfectly fits the X2 brand identity. Consisting of 40 luxury sea-view residences and hotel rooms, the complex is situated high on a Koh Samui hillside looking out over the Gulf of Thailand. While the stunning sea-views may draw a large group of interested buyers on its own, the project intends on attracting a specific demographic: young, tech-savvy and design-conscious adults are the main target.
Fitting with the brand, inside each unit are “creative social spaces with streamlined technology compatibility,” which includes hi-speed Wi-Fi, in-room music docks, social area charging stations, and more. The Nautilus complex itself has been designed to encourage social engagement with other guests, and will offer luxury facilities including a café/bistro restaurant and bar, swimming pool, sun deck, roof gardens, a health club, spa, and fitness centre.
The Nautilus brand guide book says the project will “establish an environment which gives guests freedom: freedom to celebrate the individual, to customize their travels, freedom to belong. X2 Vibe attracts people who fit in because they’re unique.”
To make the Nautilus project fit with even more closely with its vision statement, the developer is allowing investors the freedom to customize their unit plans; for example cooking enthusiasts can request bigger kitchens. This is, of course is in addition to all the other standard luxury components of X2 branded properties.
Foreign buyer? Go with a brand you know
While the Nautilus location allows any property buyer to capitalize on the potential of investing with an established luxury brand, foreigners in the Thai property market may reap the most benefits out of purchasing units there, with X2. For many foreign investors, buying international real estate often involves dealing with an unfamiliar legal system, as well as the challenges that come with buying a considerable distance from their main home. The ability to identify with a known brand can give a buyer confidence in not only the delivery of the development, but in its ongoing management as well.
Whether or not X2’s design-focused, modern-contemporary luxury brand is something that an investor identifies with, just buying into a branded development comes with a trust security, an established reputation and lucrative returns.
For more information about the available units at the X2 Vibe Samui Nautilus Click HERE.
