Summary of this article
For luxury homebuyers, a bigger house is no longer enough. The amenities and services around it are becoming just as important.
Developers in markets such as Gurugram and Mumbai are bringing the resort experience into residential projects, from landscaped spaces to wellness and recreation facilities.
For second-home buyers, the appeal is increasingly about owning a place to escape to without having to worry about its upkeep when they are away.
A luxury home today is expected to offer more than space, a good address, and high-end fittings. Buyers are also looking at what life inside the development will be like – whether they can unwind by a pool, use wellness facilities, spend time in landscaped gardens, or access services that make everyday living easier. Developers are responding by giving amenities and shared spaces a bigger role in their projects.
The thinking is somewhat different when it comes to second homes. Buyers may want a weekend retreat in the hills or a property in a spiritual destination, but owning a home that is used only occasionally comes with its own hassles. Maintenance, housekeeping and security still need attention when the owner is away. Projects that offer professional property management are trying to make such homes easier to own and use.
The growing interest in hospitality offers a glimpse into the wider shift. India’s hotel market attracted $567 million in investment in 2025, up by 67 per cent from a year ago, according to JLL. Tier-II and tier-III cities accounted for 40 per cent of transaction volumes. Branded hotel signings also increased 23 per cent to 51,647 keys, with 71 per cent of these signings in tier-II and tier-III cities.
A similar emphasis on experience is emerging in luxury housing, where buyers are looking beyond the size and specifications of a property.
Says Ashwin Chadha, CEO, India Sotheby’s International Realty: “Buyers are looking for an elevated lifestyle, world-class design and services backed by a trusted brand. The success of recent launches across Mumbai, Gurugram and Delhi shows that buyers are willing to pay a premium for the overall experience, and not just for physical square footage.”
Data from Magicbricks points to the growing interest in the premium segment. Homes priced at Rs 3 crore and above accounted for 27 per cent of residential searches on the platform in July-September 2026, according to research.
Says Prasun Kumar, CMO, Magicbricks: “Luxury housing buyers today are no longer evaluating a home on size, location and finish alone. They are buying into an entire lifestyle, and hospitality-led living has emerged as a clear differentiator.” He says buyers in this segment are increasingly looking for wellness facilities, clubhouses, concierge services and co-working spaces, with convenience and the quality of everyday living becoming important considerations.
For residential developers, this is changing how amenities and common spaces are planned, particularly in luxury corridors, such as Gurugram’s Dwarka Expressway. Larger developments are increasingly incorporating wellness, recreation, landscaped areas, and service-led facilities into their residential offerings. “Residential living is increasingly taking cues from hospitality. Homebuyers today are looking for the comfort, convenience and sense of escape associated with a resort, without having to leave the city,” says Ashish Jerath, president – sales and marketing, Smartworld Developers.
He says the home is no longer defined only by the space within its four walls. The surroundings and experiences it offers are becoming important too, influencing how residential communities are designed and how much emphasis developers place on leisure, wellness and open spaces alongside location and connectivity.
The second-home market is taking a somewhat different route. Here, the challenge is often less about creating a resort-like environment and more about making ownership convenient. Buyers want the privacy of a second home without having to manage maintenance, security and housekeeping themselves.
According to data from Magicbricks interest in such properties is spreading across leisure and spiritual destinations. Searches for second homes in places, such as Haridwar, Rishikesh and Ayodhya grew 20 per cent year-on-year (y-o-y), according to the platform. Buyers from Delhi-National Capital Region (Delhi-NCR) accounted for 45 per cent of enquiries, pointing to demand from people looking for properties within reach of their home cities.
Says Maneesh Mansingka, joint managing director, JK Urbanscapes Developers: “Customers are no longer buying just a second home; they are investing in a way of living. They want the privacy and ownership of a home, along with the upkeep, service and experiences that come with professional hospitality.”
He sees potential in leisure, heritage and spiritual destinations within easy reach of major cities, where a second home can serve as a place to unwind and spend time with family.
Professional management is also becoming an important part of the proposition. Housekeeping, security, maintenance and, in some projects, rental-pool options can make ownership easier, particularly for buyers who use their properties only occasionally. However, buyers need to understand the management charges, rental arrangements and responsibilities of the operator before committing to a purchase.
The two segments are not necessarily converging into a single product. In urban housing, hospitality is being used to make the primary home more comfortable, convenient and experience-led. In the second-home market, it helps address the practical difficulties of owning a property that may remain vacant for much of the year.
But buying such a property is only half the story. The amenities need to be maintained, the services have to work as promised, and, in the case of second homes, rental income may not always be assured. Buyers will need to look beyond the brochures and find out who will manage the property, what that will cost and how dependable the services are once they move in or start using the home.
