A luxury real estate developer has revealed that Dubai’s property market is moving toward a “two-track market” model, where residential units are gradually transforming from simple housing into assets that enhance lifestyle and well-being.
Talal M. Al Qaddah, CEO and founder of the Keturah brand, explained that developers are moving away from mega projects in favor of smaller, higher-quality developments focused on experience and wellness.
He expects that by 2026, the market will be split between traditional properties facing slower sales and declining margins, and premium projects that achieve stronger performance thanks to their added value.
He noted that the new direction emphasizes health, wellness, and quality of life through designs that prioritize air quality, insulation, privacy, and the creation of integrated communities, stressing that scarcity and product quality have become more important than sheer scale.
He cited the example of the Keturah Reserve project in Mohammed Bin Rashid City, valued at AED 5.7 billion and comprising 93 townhouses, 90 villas, and 533 apartments, which was designed to preserve quality and a sense of community rather than simply increase the number of units.
He added that Dubai is no longer a market driven by short-term speculation, but a destination for long-term investment, with growing interest from global investors and institutions seeking stability and transparency.
He concluded that the future of real estate in Dubai will be built on value, user experience, and sustainability—whether in living, working, or investing—rather than relying solely on rapid price increases.
