Langham Hospitality Group Appoints Rico Picenoni as Global Head of Residential to Drive Branded Homes Expansion from Dubai

Langham Hospitality Group appoints Rico Picenoni as its new Global Head of Residential to drive branded homes expansion from Dubai. The announcement signals a bold and strategic move for Langham Hospitality Group as it deepens its focus on branded residences, Dubai hospitality, and hotel development. With the creation of this new leadership role, Langham Hospitality Group is setting the stage for long-term growth in a market where hotel brands are increasingly linking luxury services with permanent living spaces. The decision to appoint Rico Picenoni reflects the brand’s commitment to shaping the future of integrated hospitality and residential living.

Langham Hospitality Group knows that branded residences are no longer a niche trend but a powerful global shift. By placing Rico Picenoni in charge, the group ensures that its branded homes expansion from Dubai will be led by a seasoned expert with a proven track record in hotel development and branded residences. Dubai hospitality is fast becoming a global hub for luxury real estate, making the city the perfect base for this new strategy. The move aligns with Langham Hospitality Group’s vision of offering more than temporary hotel stays, expanding into lifestyle-driven, long-term living.

This step will also strengthen Langham’s ability to compete with leading hotel groups already active in the branded residences sector. With Dubai hospitality and global hotel development at the centre of its future, Langham Hospitality Group is clearly positioning itself for success. The appointment of Rico Picenoni is more than a role—it is a defining moment.

A New Leadership Role to Shape Global Growth

Langham Hospitality Group has taken a bold step in shaping its future by creating a new leadership post focused on branded residences. The appointment of Rico Picenoni as Global Head of Residential marks a major milestone. The role is designed to advance the design, branding, and management of private homes within mixed-use projects. These projects combine hotel services with permanent residences, responding to a global demand for integrated hospitality experiences. The move signals the group’s commitment to expand beyond traditional hotels into the rapidly growing branded residential market.

Why Branded Residences Are Growing Fast

Across the world, branded residences are reshaping hospitality. More travellers are seeking long-term living experiences that carry the same standards they enjoy in hotels. This shift is creating demand for residences tied to global hotel brands. By blending premium hospitality services with ownership, companies like Langham are meeting a rising need. Property developers are also embracing the model, as it adds value and prestige to mixed-use projects. For travellers and residents alike, the appeal lies in comfort, service, and the assurance of a trusted brand.

Rico Picenoni’s Proven Global Expertise

Rico Picenoni brings rare experience to his new role. He has led branded residential consultancy projects across more than 50 countries. His recent position at Savills in London oversaw developments worth more than US$45 billion. Before that, he directed residential and extended-stay growth in the Middle East and Africa for Accor. His career has also included asset management roles with Seven Tides Hospitality, where he worked with global brands such as Minor Hotels and Mövenpick. These experiences give him a unique mix of real estate knowledge and operational understanding.

Strong Foundations in Hotel Operations

Beyond real estate, Picenoni has also worked directly in hotel operations. He held posts at Rosewood Hotels in the United States and at Starwood Hotels in the United Arab Emirates. These operational roles provided him with first-hand insight into the service standards that support branded residential projects. With this background, he brings a practical perspective on how residences can reflect hotel-level excellence. His ability to connect development strategy with operational delivery sets him apart in the industry.

Langham’s Strategy for Integrated Living

Langham Hospitality Group sees integrated living as a natural evolution of hospitality. By expanding into branded residences, it can extend its influence beyond travel. This means guests can enjoy Langham’s services not only during short stays, but also as part of daily life in their permanent homes. The strategy supports the company’s broader growth goals, including creating stronger ties with property developers. It also diversifies revenue streams in an era when hospitality is rapidly changing.

Dubai as a Strategic Base for Expansion

The choice to base Picenoni in Dubai is no coincidence. The Middle East is becoming one of the world’s strongest hubs for branded residences. High demand from wealthy buyers and investors has created an environment where hotel-linked housing thrives. Langham’s decision aligns with its upcoming entry into the region, with its first hotel in the Middle East scheduled to open in 2029. By positioning leadership in Dubai, the group strengthens its local commitment and signals its intent to compete strongly in this booming market.

Global Trends in Mixed-Use Developments

Mixed-use projects are now shaping skylines in cities from London to Dubai. These developments often combine hotels, apartments, retail, and offices, creating entire communities within single properties. The model attracts investors and travellers seeking convenience, luxury, and long-term value. For hospitality groups, mixed-use is no longer optional. It is becoming a central pillar of growth. By appointing a dedicated leader for residential operations, Langham positions itself to capture more of this expanding opportunity.

Competitive Landscape in Branded Residences

Langham’s move also reflects broader industry competition. Global hotel chains such as Four Seasons, Ritz-Carlton, and Accor have already scaled their branded residence offerings. These brands link hotel-level service with ownership, offering prestige and lifestyle assurance. Buyers often pay a premium for these residences, creating powerful revenue streams. By entering the space more aggressively, Langham shows it is ready to compete for high-value clients and international projects. The race for dominance in this sector is heating up, and Langham has chosen its timing carefully.

The Rising Value of Lifestyle Branding

Consumers today are looking for more than just a home or a hotel. They are seeking lifestyle brands that reflect their values and aspirations. Branded residences capture this shift by offering more than bricks and mortar. They sell identity, security, and luxury living under a trusted name. For investors, this creates properties with higher demand and better returns. For hotel groups, it builds long-term loyalty. Langham is positioning itself at the centre of this trend, blending heritage with modern living.

A Future of Integrated Hospitality

The appointment of Rico Picenoni signals more than a staffing decision. It represents Langham’s vision for the future of hospitality. Hotels alone no longer define success. Residences, long-stay living, and integrated communities now matter as much. With its move into branded homes, Langham is strengthening its role in shaping how people live and travel. This future blends work, leisure, and residence into one seamless lifestyle experience. As global demand for such living grows, Langham’s expansion into this field is both timely and strategic.

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