Luxury Living Gets a Hotel-Style Upgrade: Real Estate Developers Offer 5-Star Experiences
In India’s evolving luxury housing market, branded clubhouses by hospitality majors are raising the bar, with premium services emerging as a key differentiator. Discover how luxury homebuyers are now enjoying hotel-like amenities right at their doorstep.
Luxury HousingBranded ClubhousesReal EstateHotelstyle AmenitiesHighend LivingReal EstateNov 08, 2025
Branded hotel-style clubhouses have become a key differentiator in luxury housing, offering curated wellness and leisure experiences that elevate projects beyond standard amenities. (In Photo: DLF Midtown clubhouse) (File Photo )
A branded clubhouse is a premium, professionally managed community space within a residential project that carries the name, design, or collaboration of a well-known brand, such as a luxury hospitality, sports, or wellness partner. Unlike regular clubhouses that offer basic amenities, branded clubhouses are curated for experience-led living, featuring high-end interiors and specialized training academies.
At DLF, clubhouses have evolved into the ‘heart of each development,’ said Aakash Ohri, joint managing director and chief business officer, DLF Home Developers Ltd. “Lifestyle and amenities are no longer optional. They are central to the residential experience. Today’s affluent buyer seeks not just a home but an ecosystem that mirrors global living standards,” he said.
Each DLF clubhouse, he said, is managed by hospitality professionals and blends recreation with refined community living through amenities such as gyms, pools, salons, restaurants, and event spaces. “Convenience is the new luxury,” Ohri said, explaining that such facilities save time and foster a sense of connection within gated communities.
Echoing this sentiment, Aman Sarin, director and CEO of Anant Raj Limited, said, “Luxury living today is about investing in a lifestyle that prioritises well-being, convenience, and social connection.” At Anant Raj’s Estate Residences in Gurugram, the Residences Club spans 40,000 sq. ft. across four levels, offering amenities such as a spa, squash court, theatre, gym, and alfresco lounges. “A well-designed clubhouse enhances life quality and serves as a brand statement; it's the true heart of luxury living,” Sarin said.
The Residences Club, a 40,000 sq. ft. four-level sanctuary, is nestled against the Aravalli Range. It includes amenities such as an all-weather pool, spa, gym, squash court, mini-theatre, and alfresco lounges.
Developers such as Sumadhura Group have partnered with eight national and global lifestyle brands, including Michael Phelps Swimming, UFC FIT, Saina Nehwal Badminton Pros, and Mahesh Bhupathi Tennis Academies, across its Palais Royale project in Hyderabad’s Financial District and Folium in Bengaluru’s Whitefield. “Every parent wants their child to engage in sports and fitness, and now those facilities are right next to their home,” said Madhusudhan G, Chairman and Managing Director of Sumadhura Group.
Madhusudhan noted that this trend isn’t limited to ₹5–8 crore luxury apartments but also extends to mid-premium homes priced between ₹1.5 crore and ₹4 crore. “This is not just a clubhouse, it’s becoming a way of life and wellness,” he said, adding that while such partnerships don’t increase upfront project costs, the facilities attract buyers seeking quality and exclusivity. “It’s not just about the price tag; the scale of the community matters. However, most brands prefer partnering with projects that have at least 500 apartments to ensure meaningful engagement and reach,” he said.
Developers say clubhouses are increasingly modelled after luxury hotels, offering managed experiences rather than just facilities. Anand Ramachandra, senior executive vice president of Prestige Group, stated that luxury housing in India is undergoing a transformation, with the ‘hotelization’ of clubhouses at its centre. “Today, several luxury clubhouses are being managed by hospitality brands. The future lies in offering hotel-like services and top-tier experiences, because that’s what luxury homebuyers expect,” Ramachandra explained. “These buyers are well-travelled, accustomed to five-star comfort, and willing to pay a premium for the same level of service and attention to detail in their homes.”
He pointed out that the demand in the luxury segment has shifted from ownership to experience-driven living. “For example, at Prestige Nautilus in Mumbai, where units are priced between ₹50 crore and ₹100 crore, we’ve created six levels of amenities, including a three-level clubhouse featuring fine-dining spaces, a golf simulator, and other experiential zones. The clubhouse has been one of the biggest influencers in buyers’ decision-making,” he said.
In contrast, Ramachandra noted, the mid-segment market, typically in the ₹2–5 crore range, remains more need-based than experience-led. “These families look for practical amenities that serve their children and everyday routines. Branded clubhouses are not a necessity here, and the challenge is affordability, as maintenance costs are higher in luxury projects,” he said.
Ramachandra said that while mid-segment clubhouses cost about ₹12–15 per sq. ft. in maintenance, branded luxury clubhouses go up to ₹35–40 per sq. ft., reflecting their premium management and offerings. Often, such branded clubs are announced closer to handover rather than at launch, when buyers are more willing to pay a premium for a top-grade experience.
When homebuyers purchase an apartment in a gated community, real estate agents say that the clubhouse charges are usually included in the total apartment cost; they are not paid separately later. Developers typically add this as part of the builder’s cost sheet under ‘amenities’ or ‘common area development.’ For example, in a ₹3 crore apartment, the upfront clubhouse contribution may be around ₹2–2.5 lakh. For a ₹1.5 crore apartment, the cost generally ranges from ₹1 to ₹1.5 lakh. In most projects, this works out to about 3–5% of the total property value, and it is paid at the time of purchase, along with the agreement payments.
Frequently Asked Questions
What is a branded clubhouse in real estate?
A branded clubhouse is a premium, professionally managed community space within a residential project that carries the name, design, or collaboration of a well-known brand, such as a luxury hospitality, sports, or wellness partner. These clubhouses offer curated, high-end experiences that go beyond standard amenities.
How do branded clubhouses enhance the luxury living experience?
Branded clubhouses enhance the luxury living experience by providing hotel-like services and top-tier amenities, such as spas, gyms, salons, restaurants, and event spaces. They are managed by hospitality professionals and are designed to offer a refined and convenient lifestyle.
What are some examples of amenities in branded clubhouses?
Examples of amenities in branded clubhouses include all-weather pools, spas, gyms, squash courts, mini-theatres, and alfresco lounges. Some clubhouses also feature specialized training academies and fine-dining spaces.
How do branded clubhouses differ from regular clubhouses?
Branded clubhouses differ from regular clubhouses by offering a more curated and managed experience. They are designed to provide high-end, hotel-like services and are often managed by professionals from leading hospitality brands, focusing on luxury and convenience.
Are branded clubhouses only for luxury apartments?
While branded clubhouses are more common in luxury apartments, they are also extending to mid-premium homes. These facilities attract buyers seeking quality and exclusivity, even in the ₹1.5 crore to ₹4 crore price range.
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