Dubai luxury real estate market shifts toward wellness living – report

Wealthy homebuyers in Dubai are shifting their priorities away from badge value and branded luxury towards properties that elevate daily life, according to MAG Lifestyle Development.

The developer behind Keturah Reserve says liveability and wellbeing have become the defining factors for ultra-high-net-worth investors who are seeking homes that positively impact both physical and mental health.

Talal M Al Gaddah, CEO and Founder of the Keturah luxury brand, said: “The No.1 concern of wealthy buyers is now liveability – the depth of the experience and the ability of a home to enhance residents’ physical and mental wellbeing.”

He explained that homes designed to genuinely improve quality of life are generating “natural, sustainable demand” that also strengthens long-term investment value. “Where people insist on living, capital inevitably follows,” he said.

Wellness redefines Dubai luxury living

Situated in Meydan, Keturah Reserve is MAG’s AED3 billion bio-living development built entirely around a wellness-led design philosophy. The project aims to blend thoughtful architecture with a nature-connected lifestyle, offering residents an environment deliberately crafted to support healthier and more harmonious living.

The community sits just two traffic lights from Downtown Dubai and Dubai Mall, providing central-city connectivity with reduced congestion. At its heart are sculptural dry gardens and thousands of Ficus and Rain trees sourced from Thailand, forming a natural landscape that supports the project’s wellness objectives.

“The landscaping is not decorative, it is functional wellbeing infrastructure,” Al Gaddah said.

“Keturah Reserve is a community where people will feel truly connected to nature. Every element has been designed to enhance wellbeing and sustainability so that residents enjoy life to the fullest.”

The masterplan includes 533 low-rise apartments, 93 townhouses and 90 villas including superhomes and villa plots. Demand has already been strong, with townhouses fully sold out and more than 40 per cent of apartments purchased.

fäm Properties has been appointed as the exclusive Master Agency for the final phase of sales.

Transparency redefines Dubai real estate

To bolster investor confidence, new buyers will receive milestone-based payment plans and contractual delivery guarantees. Main contractor CITIC Middle East Contracting LLC is scheduled to hand over townhouses in Q2 2027, apartments in Q3 and Q4 2027 and villas in Q1 2028.

“Very few developers adopt this level of transparency,” said Al Gaddah. “We hope this sets a new standard supporting the Dubai Land Department’s and wider government’s goals for investor protection and market integrity.”

Enhancements to the original plans include expanded apartment blocks, upgraded wellness amenities, new bio-living features and improved shared spaces. Apartments, which range from 1,106 to 4,883 square feet, maximise natural light and airflow, while larger townhouses and villas offer generous indoor and outdoor areas.

Residents will also have access to premium concierge services, including on-demand Rolls-Royce chauffeur bookings via a dedicated community app.

Keturah Reserve is the fourth major Dubai project in the brand’s growing luxury portfolio, following Keturah Resort operated under the Ritz Carlton brand, Keturah Ardh and Keturah Bahar.