The most sought-after features in luxury properties: a view from the top of the global market

The luxury real estate segment is undergoing a dynamic transformation. Today, more than ever, high price alone is not an indicator of value – the key is the combination of location, lifestyle and overall experience. In this article, we present the main factors that shape the preferences of the most demanding buyers around the world, as well as a project that reflects the new global standards.

2025 – the beginning of a new era for premium real estate

After a period of record deals, the luxury real estate market has seen a 60% drop in investment activity compared to 2021. The reason? High interest rates and rising bond yields. Yet optimism is returning. According to the latest data from Knight Frank, 44% of family offices managing large private equity funds plan to increase their investments in luxury homes.

There is a clear shift from commercial to residential real estate, which has shown remarkable stability even during the pandemic. Young affluent buyers (18–35 years old) also prefer the security of real estate over volatile assets such as cryptocurrencies.

But in the new reality, price is not everything. Buyers are looking for a lifestyle that reflects their personal values and ambitions – from sustainability to comfort and discretion.

Montenegro – the new star on the global luxury map

Trend 1: New destinations of strategic importance

The global “millionaire migration” (Henley & Partners) is changing the face of premium markets. More than 100,000 high-net-worth investors are buying properties in new countries every year. This is not an exit, but an expansion – through the acquisition of a second, third, even fifth home.

The new generation of buyers is extremely adaptable and seeks places with political stability, favorable tax conditions and international connectivity. Therefore, in addition to classics such as Monaco and the French Riviera, interest is turning to new locations – Thailand, the UAE and increasingly – Montenegro.

Trend 2: Living in nature and sustainability

A connection to nature is now a fundamental requirement for any modern luxury property. Buyers want not just beautiful views, but access to fresh air, green spaces and an eco-friendly lifestyle – without compromising on amenities.

This trend goes beyond resort areas. Even in megacities like Paris and London, there is a movement away from the center towards greener and quieter neighborhoods (CBRE).

Trend 3: Next-Generation Privacy and Security

Luxury and security have always gone hand in hand, but today the definition is broadening. According to a survey by Christie's International Real Estate, over 55% of brokers cite privacy and discretion as top criteria for their clients.

Many are looking for not just security, but gated, boutique communities – with a sense of a private world where peace is guaranteed every day.

Trend 4: Hotel service at home

True luxury is no longer measured in square footage. High-end real estate today features a standard of living that is reminiscent of the best hotels in the world.

Owners expect a professional team that takes care of everything from cleaning to maintenance. This is not a bonus, but a requirement for any modern premium residence.

Trend 5: Property with character and history

Buyers are increasingly moving away from impersonal, globalized design and toward architecture inspired by local culture and nature. Personalization is the new luxury.

As in fashion and gastronomy, so in real estate - authenticity is sought. A property with a soul, inscribed in its environment, carries a higher value than any standard glass skyscraper.

A project that embodies every modern trend in luxury

Luštica Bay is the largest investment project in Montenegro, with a budget of over 1 billion euros. Planned as a city of the future and the newest resort jewel on the Adriatic coast, Luštica Bay combines vision, sustainability and an innovative urban planning approach.

Set amidst breathtaking nature, overlooking the Bay of Kotor (a UNESCO World Heritage Site), the project has excellent international connectivity – just 10 km from Tivat Airport, 45 km from Dubrovnik and 90 km from Podgorica.

But Luštica Bay is not just a residential complex. It is an integrated resort and new city under construction – the work of Orascom Development, an international leader in creating sustainable, tourism-oriented communities.

Seen from above, Luštica Bay resembles a traditional Montenegrin village, naturally integrated into the coastal landscape. Preserving local identity is a core principle for the investor, as seen in other projects by the company – from El Gouna in Egypt to Andermatt in Switzerland.

The vision is built not only on architecture and nature, but also on an exceptional level of service. A specialized management company takes care of the maintenance of the properties and the overall infrastructure, guaranteeing an impeccable quality of life.

Currently, Luštica Bay offers a five-star hotel, The Chedi, five beaches, a modern marina, a medical center, a bank office and sports facilities for tennis, golf, padel, basketball, beach volleyball and bowls. There are boutiques, restaurants, clubs, beauty salons and even its own fire department. An international school and the first 18-hole golf course in Montenegro, designed by the legendary Gary Player, are due to open.

Once completed, Luštica Bay will cover an area of 690 hectares – four times the size of Monaco. Only 10% of the territory will be built up, while the remaining 90% will remain green spaces – forests, parks and eco-trails.

The project has already established itself as a new benchmark for luxury living in the region. Residents from over 40 countries have chosen Luštica Bay as their home. Join the most ambitious project in Montenegro and own a part of its future.

Conclusion

New realities require a new approach. Opportunity buyers are no longer looking for just a property – they are looking for a feel, a concept and long-term value. Montenegro, with its nature, security and growth opportunities, ranks among the most promising new destinations on the global luxury map. And Luštica Bay is a shining example of a vision that doesn’t just follow trends – it creates them. Now is the time to invest not just in square footage, but in the future.

Based on materials from prianproperty.com