U.S. luxury apartments enter amenities arms race to meet ultra-wealthy demands

The ultra-wealthy in the U.S. are setting new standards for luxury living, expecting amenities and services typically found in five-star hotels to be included in their residential experiences. As a result, developers are redefining the luxury apartment market by offering services such as daily housekeeping, spa treatments, curated social spaces, and pet-friendly environments to meet the growing demand. Traditional features like gyms and pools are now considered baseline requirements, with residents seeking more personalized and indulgent experiences to differentiate their living spaces [1].

Luxury apartment complexes are now incorporating specialized services, including on-site med-spa treatments, IV hydration drips, and infrared therapy, to provide residents with convenience and exclusivity. These developments are part of what developers and industry experts describe as an “amenities arms race,” where luxury complexes compete to attract and retain high-net-worth individuals with increasingly unique and high-quality offerings [1].

According to Michael Fazio, chief creative officer at LIVunLtd, luxury living today is defined by features such as plunge pools, recovery stations, salt rooms, libraries, cinemas, co-working spaces, and dedicated rooms for children and teens. On average, renting a luxury apartment in the U.S. costs approximately $400 to $500 more per month than a standard apartment, based on data from RentCafe [1].

The desire for these luxury amenities spans different generations. Younger residents, particularly those under 30, prioritize convenience and immediate service, while older residents place greater emphasis on social and networking opportunities. This generational divide is shaping the way developers design and market their properties, aiming to cater to a broad spectrum of affluent tenants [1].

A prime example of this evolving trend is Salato Pompano Beach, an ultra-luxury oceanfront condo project in Florida. The development, set to be completed in early 2026, offers residents access to daily housekeeping, grocery pick-up and stocking, spa and wellness services, personal training, and a 24/7 valet service. The property, which has already sold 60% of its units, exemplifies the level of detail and care developers are now embedding into their offerings [1].

John Farina, president and CEO of the developer, emphasized the importance of aligning with the expectations of discerning buyers. He noted that luxury residents expect world-class amenities and services akin to those found in five-star resorts. Developers who fail to plan and execute these standards risk falling short of market demands [1].

The rise in luxury rental demand has been driven by high mortgage rates and elevated home prices, prompting some affluent individuals to opt for rentals over traditional homeownership. As a result, competition among luxury developments has intensified, with developers focusing on creating unique experiences to attract and retain high-net-worth residents.

Alex Kuby, associate principal at DyeLot Interiors, highlighted that simply offering amenities is no longer sufficient. Developers must ensure that these features are delivered with the highest level of detail and care. Kuby also noted that while many developers attempt to offer a broad range of amenities, success depends on understanding what residents truly value and tailoring offerings accordingly [1].

In particular, co-working spaces have evolved beyond basic functionality. While these spaces were once expected to include a desk or private meeting area, luxury residents now seek the same comfort and sophistication as a premium office environment. Similarly, pet-friendly features have moved beyond simple dog-washing stations to include dedicated spaces and services that reflect the importance of pets as part of the household [1].

As the luxury housing market continues to evolve, developers are being challenged to innovate and elevate their offerings. The demand for hotel-like experiences in residential living is reshaping the industry, pushing developers to rethink traditional concepts of luxury and redefine what it means to live in a high-end apartment.

Source: [1] The ultra-wealthy expect hotel-level amenities for their homes—and developers are racing to keep up (https://fortune.com/2025/08/06/ultra-wealthy-luxury-apartments-amenities-arms-race/)