Titiwat Kuvijitsuwan, CEO of Capstone Asset, reveals how his company’s latest project, PEYLAA Phuket, Autograph Collection Residences is being successfully positioned to buyers worldwide.

The popularity of branded residences is surging, especially in Southeast Asia, as a rising number of discerning international buyers seek to escape their busy urban routines and build a new life in a tropical paradise. At the heart of this trend is Phuket, which has emerged as the preferred destination for luxury property investors from around the globe.

One outstanding example of this rising trend is PEYLAA Phuket, Autograph Collection Residences, which will introduce contemporary branded residences to the Bangtao Bay area of Phuket. Created by Capstone Asset and managed by Marriott International under the Autograph Collection—one of Marriott’s strong and rapidly expanding brands—this development will become the first Autograph Collection Residences in Asia Pacific. This impressive project is already making waves, having recorded more than THB 250 million (approx. USD 7.7m) of sales in February 2026, while also securing two prestigious honours in the Asia Pacific Property Awards 2026 in categories of Apartment / Condominium Development (Thailand) and Residential Development 20+ Units (Thailand).

But what are the benefits of branded residences over non-branded condos and villas, and why are the world’s discerning buyers flocking to properties that have the backing of leading hospitality companies, such as Marriott International? Speaking at the recent Phuket Property Exchange, presented by C9 Hotelworks, Titiwat Kuvijitsuwan, CEO of Capstone Asset—revealed the factors that are attracting investors to branded residences.

“Branded residences offer two key sources of value: quality assurance and emotional resonance. An international brand gives buyers confidence in construction, service standards, long-term maintenance and rental management—especially for those who both live in and lease their homes. At the same time, the brand reflects their lifestyle and identity, which is where the premium truly comes from.

At PEYLAA Phuket, we’re not creating just another condominium, but a residence with a strong sense of place — defined by timeless design, privacy and a connection to Phuket. Autograph Collection is the ideal fit, as it allows the property to retain its individuality while still carrying the strength of Marriott’s global standards,” Titiwat said.

With regards to quality assurance, Titiwat believes that a global brand can help to create a sense of trust and reassurance – which is becoming increasingly important as the branded residence landscape becomes more competitive and buyers have greater choice.

“Buyers today are much more sophisticated. In a world where consumers are increasingly informed, you want to be able to present a product that can stand up on its own merits. If you simply compare the facts, you still want to be offering a superior product at the same price point. That is why we choose to work with global partners.”

Scheduled to open in Q4 2027, PEYLAA Phuket will feature a collection of stylish one-, two- and three-bedroom residences, ranging from 45 to 129 square meters. Each residence is conceived as a private sanctuary – a place to relax and rejuvenate in a holistic sense. Contemporary tropical interior is thoughtfully designed, blending Thai art and craftsmanship with floor-to-ceiling windows that invite natural light and gently blur the boundary between indoor living and the surrounding landscape.

The landscaped are equally considered, featuring multiple pools, daybeds, lush tropical gardens, and a BBQ area that captures the sea breeze.

As part of mixed-use development alongside an Autograph Collection hotel, residents will also enjoy access to curated dining and wellness experiences, creating a seamless balance between privacy and lifestyle.

“At Capstone Asset, we believe that each project should each project should embody its own distinct DNA—shaped by its setting, its context, and the people it is created for. With PEYLAA Phuket, we are not simply developing residences but crafting a place of belonging — where natural beauty, thoughtful design, and a sense of calm come together in a way that feels both timeless and deeply personal.

As the first Autograph Collection Residences in Asia Pacific, PEYLAA reflects this philosophy. It offers residents the freedom to live with individuality and ease, while enjoying the quiet confidence that comes from being supported by Marriott International’s globally trusted standards,” Titiwat commented.

“We launched our show unit in January, and February quickly became one of our strongest months for sales. This gives us great confidence that PEYLAA Phuket, Autograph Collection Residences, has truly resonated with international buyers and captured their imagination” he concluded.

PEYLAA Phuket, Autograph Collection Residences is currently under construction and scheduled for completion in Q4 2027. Prices start from THB 7.2 million (approx. USD 220,000). The adjacent Autograph Collection hotel is expected to open its doors in 2030.