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From London to Dubai, branded residences have become the defining hybrid of real estate and hospitality. The model, anchoring private ownership to a luxury brand, has expanded rapidly over the past decade, reshaping how global buyers perceive value, trust, and service.
In Los Cabos, one of the world’s most competitive second-home markets, that evolution takes on new depth with The St. Regis Residences, Los Cabos, set within Quivira on the Pacific coast.
To understand how this century-old hospitality brand translates its heritage into modern residential living, Destino Magazine spoke with Cameron Kimball, Vice President of Sales and Marketing for the project. We discuss the appeal of branded living, the expectations of today’s ultra-luxury buyer, and why St. Regis believes true exclusivity begins with reliability.
1. The Rise of Branded Living
Branded residences have become one of the most dynamic segments in the global real estate market. What explains their appeal, and how does St. Regis interpret that idea here in Los Cabos?
For our buyers, it starts with lifestyle. Most of them already own several homes. What they want now is confidence: knowing that when they arrive, everything works, everything feels right. A stand-alone property can’t always provide that. With a St. Regis flag, they know exactly what level of service and quality awaits them. It’s not about prestige for its own sake. It has to do with economizing their time. They’ve worked hard; they don’t want a second job. They want a second home that functions seamlessly.
Analysts often mention a price premium for branded properties. For buyers, that’s a significant difference. What makes the premium worth it?
That premium reflects assurance. When owners are abroad, they know their assets are managed by a company that has been doing this for more than a century. If there’s a storm or a maintenance issue, someone is accountable. And when they choose to rent or eventually sell, that same brand recognition expands their options. It’s lifestyle now, liquidity later. That’s the real value.
2. Lifestyle Over Logo
You’ve said that most clients aren’t chasing appreciation as much as lifestyle. What does that lifestyle look like at St. Regis Los Cabos, and how does it differ from a traditional second-home experience?
Our buyers lead demanding lives. They’re surgeons, entrepreneurs, executives, people with little time to spare. What they want is not just a home on the ocean but a turnkey life. When they land in Cabo, their refrigerator is stocked, the car is waiting at the airport, the spa is booked. They can even ask us to hang their family photos before they arrive and store them again when they leave. That level of personalization turns a property into a retreat that actually restores them.
Some industry observers talk about “brand fatigue,” the sense that luxury real estate is saturated with logos. How does a century-old hospitality brand like St. Regis stand apart from newer entrants to this space?
Brand fatigue is real. Everyone is trying to put a badge on a building, from carmakers to fashion houses. But longevity matters. The St. Regis has been refining hospitality for over a hundred years. It knows how to train, recruit, and deliver consistency. Newer names can create buzz, but they haven’t yet built the infrastructure or institutional knowledge to sustain it. Buyers at this level prefer the known quantity. The brand that has proven it can protect their time and investment.
3. The Human Side of Service
How does the owner experience differ from being a guest at the hotel? What are the services or gestures that define the residential side?
Owners receive everything a hotel guest would — concierge, butler, turndown service — but then there’s a layer above that. We have a separate, owners-only concierge who looks after just seventy-four families. They know each one personally. So, if you prefer your villa stocked a certain way or want your golf tee times and spa appointments booked before you arrive, that’s all done automatically. Some owners prefer daily housekeeping, while others opt for every few days. It’s about familiarity. You’re not explaining your preferences every time; you’re returning to a team that already knows you. In addition to the hotel amenities, owners have private, owner only facilities such as a gym, lap pool, resort style pool, as well as lounge and entertainment areas to gather with fellow owners.
The design team at Hirsch Bedner Associates aimed to make these residences unmistakably Mexican while staying true to St. Regis standards. How did they achieve that balance between global brand identity and local authenticity?
The goal was clear: you should look at a photograph and immediately know it’s Baja. Hirsch Bedner sourced many of our materials and textures from Oaxaca and Guadalajara, including woodwork, textiles, and pottery. You’ll find Mexican craft throughout the project, but interpreted through St. Regis precision. Even our signature bar features a mezcal tasting room, which is both local and refined. It’s that intersection of place and polish that defines the project.
4. Place, Culture, and Continuity
Beyond architecture, culinary and cultural experiences also shape a brand’s personality. What can owners and guests expect from the resort’s food and beverage program and its sense of place?
Food is an extension of culture, so we wanted something that genuinely represents Mexico. Our signature beachfront restaurant will be led by Chef Carlos Gaytan, the first Mexican national to earn a Michelin star. He brings both technique and emotion, and the sunsets over the Pacific will do the rest. Each St. Regis has its own version of the Bloody Mary, and Cabo will, too, but ours will draw from local ingredients. Even small details like that reinforce identity: a global tradition with a local flavor.
Finally, where does the project stand today, and when will the first residents begin to take possession?
Construction is fully vertical on phases one and two, as well as the hotel. Phase three will follow later, but it won’t affect the experience of our first residents, who are scheduled to take possession in the first quarter of 2026. The hotel will open soon after. Out of the fifty homes released, forty-one are already sold. We’re close to welcoming our first families, and that’s what excites us most, seeing people finally live the lifestyle we’ve been building toward.