Premium Phuket Properties: Where Smart Money Is Buying in 2025

The premium real estate market in Phuket in 2026 is in a phase of dynamic but selective growth. Unlike the mass segment, where competition is increasing, the premium and luxury segment is developing faster, driven by foreign capital, limited supply, and the growing importance of branded residences.

In recent years, Phuket has undergone a transformation from a holiday market toward a premium investment market. In 2026, premium real estate in Phuket is no longer just a lifestyle, but a fully-fledged investment asset.

What are premium properties in Phuket?

The premium segment includes properties that are distinguished by:

• location (close to the beach or with a sea view)

• high standard of finishing

• hotel or professional management

• limited supply

• price above the market average

This segment includes:

• luxury condos

• branded residences

• premium villas

Prices of premium real estate in Phuket (2026)

Based on market data, the following price levels can be distinguished:

Premium condos

• 180,000 - 300,000 THB/m²

Branded residences

• 250,000 - 400,000+ THB/m²

Beachfront luxury

• 300,000 - 500,000+ THB/m²

Premium villas

• from 20 million THB

• luxury: 40 - 100 million THB+

The average market price is approximately 140,000 THB/m², which shows how large the difference is between the standard and premium segments.

Best premium locations in Phuket

Bang Tao / Laguna / Layan

The strongest premium market in Phuket.

Why:

• developed infrastructure

• presence of hotel brands

• high investment demand

Kamala / Millionaire’s Mile

Ultra-luxury segment.

Characteristics:

• sea view villas

• limited supply

• highest prices

Surin

• prestigious location

• low availability

• stable value growth

Nai Thon / Naithon

• quiet premium location

• growing demand

• limited number of projects

Branded residences - the fastest growing segment

One of the most important trends in 2026 is branded residences.

These are properties managed by global hotel brands.

Advantages:

• higher ROI

• international standard

• professional management

• greater liquidity

According to CBRE data:

• branded residences can generate 50–80% higher rental income than standard projects

ROI of premium real estate in Phuket

Contrary to appearances, the premium segment does not mean lower ROI.

Market data:

• standard premium: 6–10% annually

• short-term luxury: 8–12% annually

The best results are achieved by:

• beachfront projects

• branded residences

• Bang Tao / Kamala

Why do investors choose the premium segment?

1. Limited supply

The best plots are already practically exhausted.

2. Global demand

Phuket attracts investors from:

• Europe

• Russia

• the Middle East

• Asia

3. Market stability

The premium segment is less susceptible to declines.

4. Better liquidity

Easier resale than in the mass segment.

Premium vs standard real estate - differences

Comparison:

• standard: 120,000 - 180,000 THB/m²

• premium: 200,000 - 400,000+ THB/m²

Differences:

• quality

• location

• management

• ROI

Trend 2026 - premium grows faster than the market

Key observations:

• increasing share of the premium segment

• greater interest in branded residences

• concentration of capital in top locations

Phuket does not grow evenly.

The premium segment grows.

Is it worth investing in premium real estate in Phuket?

From an investor’s perspective:

Advantages

• stability

• value growth

• high demand

• global market

Disadvantages

• higher entry threshold

• greater project selection

• need for analysis

Most common investor mistakes

1. Buying “premium” in name only

Not every premium project is an investment.

2. Lack of location analysis

Location determines value.

3. Ignoring price per m²

This is a key indicator.

4. Lack of exit strategy

The premium segment requires a plan.

Key conclusions

1. Premium segment: 200,000 - 400,000+ THB/m²

2. Best locations: Bang Tao, Kamala, Surin

3. ROI: 6–12% annually

4. Branded residences are growing the fastest

2026 is the moment when the premium segment dominates the Phuket market.

Sources

https://www.cbre.co.th/insights/figures/phuket-overall-figures-h2-2025
https://property.cbre.co.th/useful-information/phuket-condos-and-villas-2025
https://charlesdel.com/phuket-real-estate-trends/
https://sunwayestates.com/blog/post/phuket-2025-market-trends-and-the-winners-in-real-estate
https://alestriaproperty.com/blog/phuket-rental-yields-in-2025-what-investors-can-expect
https://phuketrealtor.com/blog/h1-2025-phuket-market-report-by-cbre