Luxury housing gets a hotel-style upgrade: Developers now give purchasers a 5-star experience right at their door

By Bricksnwall | 2025-11-08

In India's changing luxury housing market, branded clubhouses from big hotel chains are setting a higher standard, with high-end amenities becoming a significant selling point.

Branded clubhouses that look like hotels are changing the way luxury housing works in India by combining wellness, leisure, and exclusivity. These customized spaces are no longer merely places to relax; they offer high-quality, supervised experiences that make projects stand out. A branded clubhouse is now the most important thing that sets a place apart, even though location, address, and layout are still important. Modern clubhouses, which are often built in collaboration with top hospitality brands, offer five-star, experience living that high-end customers are looking for.

What is a Clubhouse with a Brand Name?

A branded clubhouse is a high-end, professionally run community room in a residential building that has the name, design, or partnership of a well-known brand, like a luxury hotel, sports team, or wellness partner.

Regular clubhouses include basic amenities, while branded clubhouses are designed for experience-led living, with high-end decor and specialized training academies.

Aakash Ohri, joint managing director and chief business officer of DLF Home Developers Ltd., claimed that clubhouses have become the "heart of each development" at DLF. "Things like lifestyle and amenities are no longer optional." They are very important to living there. He remarked, "Today's wealthy buyer wants more than just a home; they want an ecosystem that reflects global living standards."

He claimed that hospitality professionals run each DLF clubhouse, which combines recreation with upscale community living through amenities including gyms, pools, salons, restaurants, and event spaces. Ohri added, "Convenience is the new luxury," and these kinds of services save time and help people feel like they belong in gated communities.

Aman Sarin, the director and CEO of Anant Raj Limited, echoed this idea when he said, "Luxury living today is about investing in a lifestyle that puts health, convenience, and social connection first."

The Residences Club in Anant Raj's Estate Residences in Gurugram is 40,000 square feet and has four stories. It has a spa, squash court, theater, gym, and outdoor lounges. Sarin added, "A well-designed clubhouse improves quality of life and shows off the brand; it's the real heart of luxury living."

The Residences Club is a 40,000-square-foot, four-level retreat that sits against the Aravalli Range. He remarked, "It has a pool that can be used in any weather, a spa, a gym, a squash court, a mini-theater, and outdoor lounges."

Developers like Sumadhura Group have worked with eight national and international lifestyle brands on their Palais Royale project in Hyderabad's Financial District and Folium in Bengaluru's Whitefield. These brands include Michael Phelps Swimming, UFC FIT, Saina Nehwal Badminton Pros, and Mahesh Bhupathi Tennis Academies.

"Every parent wants their child to be active and play sports, and now those places are right next to their home," said Madhusudhan G, Chairman and Managing Director of Sumadhura Group.

Madhusudhan said that this tendency isn't just happening with luxury apartments that cost ₹5–8 crore; it also affects mid-premium residences that cost ₹1.5 crore to ₹4 crore. "This isn't just a clubhouse; it's becoming a way of life and health," he added. He also stated that these kinds of agreements don't raise the project's initial price, but they do attract purchasers who want quality and exclusivity.

The size of the community is just as important as the price. "Most brands, though, would rather work with projects that have at least 500 apartments to make sure they get real engagement and reach," he said.

The "Hotelization" of areas where People Live

Developers argue that clubhouses are more and more like luxury hotels, with managed experiences instead of merely facilities. Anand Ramachandra, the senior executive vice president of Prestige Group, said that luxury housing in India is changing, and the "hotelization" of clubhouses is at the center of this change.

Hospitality brands are in charge of a number of high-end clubhouses today. Ramachandra said that the future is in providing hotel-like facilities and top-notch experiences, because that's what luxury homebuyers want. "These buyers have traveled a lot, are used to five-star comfort, and are willing to pay more for the same level of service and attention to detail in their homes."

He said that in the luxury market, people are no longer interested in owning things; they want to live experiences. "For instance, at Prestige Nautilus in Mumbai, where units cost between ₹50 crore and ₹100 crore, we've built six levels of amenities, including a three-level clubhouse with fine dining areas, a golf simulator, and other fun areas." He said, "The clubhouse has been one of the biggest factors in buyers' decisions."

Ramachandra said that the mid-segment market, which is usually between ₹2 and ₹5 crore, is more need-based than experience-based. "These families want useful features that will help their kids and their daily lives." He remarked, "Branded clubhouses aren't necessary here, but the problem is that they cost too much to maintain in luxury projects."

How much Branded Clubhouses Might Cost

Ramachandra claimed that maintaining mid-range clubhouses costs roughly ₹12–15 per square foot, but branded luxury clubhouses cost up to ₹35–40 per square foot because of their higher quality management and services. A lot of the time, these kinds of branded clubs are publicized closer to the handover date than the launch date. This is because buyers are more prepared to spend extra for a high-quality experience.

Source: Hindustan Times