The Bench, the organiser of the Future Hospitality Summit (FHS) series, today (August 24) announced that its key event - Branded Residences Forum (BRF) - is being rebranded as ‘FHS Living’, effective with the edition running alongside FHS World in Dubai this October.
The change folds branded residences into a wider, investment-led platform covering the full spectrum of living asset classes: Branded Residences, Student Accommodation, Senior Living, Serviced Living, Co-Living, Club Concepts, Shared Ownership, and Mixed-Use Developments
The new name takes effect at FHS World in Dubai on October and rolls out across every market where BRF previously ran. These events are:
*FHS Living at FHS World, Dubai - October 1, 2026
*FHS Living at FHS Egypt, Cairo: November 11
*FHS Living, founding standalone edition, Paris - February 23-24, 2027
*FHS Living at FHS Saudi Arabia, Riyadh - March 23, 2027
Branded Residences Forum was created to serve the branded residences market and that market has outgrown a single category.
The capital and developers behind those projects are now increasingly moving into student housing, senior living and co-living. FHS Living gives them one platform for all of it.
The founding edition of ‘FHS Living’ in Paris extends the platform to Europe, where living has become the largest real estate investment sector. As per data released by real estate expert JLL,. a whopping €47 billion was invested in 2025, while a Savills report said a further €50 billion is planned over the next three years and the continent faces a shortfall of 9.6 million homes. Middle Eastern capital is part of that story too.
Net acquisitions by Middle Eastern buyers in European hotel real estate reached €540 million in 2025, up 254 percent on 2024. FHS Living draws on The Bench's twenty years of relationships across that capital base to connect the two regions.
According to The Bench, each of these editions operates as a curated investment marketplace, anchored around pre-scheduled 1:1 meetings between capital, developers and operators, a dedicated Deal Room, a Leadership Stage, investor site tours and structured roundtables.
FHS Living inherits the track record of the FHS series. In 2025 the forum brought together more than 3,000 C-level decision-makers, including 621 investors representing over $11 trillion in assets under management, and facilitated $3 billion in business opportunities.-TradeArabia News Service
