By Charlotte Duck.
New developments are springing up across London and the UK, flaunting luxury amenities like spas, gyms and swimming pools.
What London’s Ultra-Prime Buyers Really Want From a Luxury Development
As London’s luxury residential market grows ever more competitive, developers are under increasing pressure to offer amenities that genuinely enhance residents’ daily lives — not just impress on the brochure. But with service charges rising accordingly, today’s ultra-high-net-worth buyers are scrutinising what they’re actually paying for.
“Many of our clients now consider service charges in the context of the overall purchase and whether this is something worth paying for when looking at new luxury builds,” says Camilla Dell, founder of Black Brick.
Speaking as part of a wider industry panel for Yahoo Finance, Camilla was joined by six other prime property experts to assess which amenities are driving purchasing decisions — and which are falling out of favour.
What buyers want most
Discreet security remains a top priority, particularly for international clients who leave their properties unoccupied for extended periods. Biometric access, advanced surveillance, and professional home monitoring services are all in high demand. A high-calibre concierge service is equally valued — one capable of handling the logistics of modern life, from managing deliveries to arranging hotel-standard turndown services.
Family-friendly amenities are also gaining ground, with children’s programming, dedicated teen spaces, and practical services such as school-run vehicles increasingly cited as meaningful differentiators. Elsewhere, dual kitchens, flexible hybrid work-and-wellness spaces, and sustainable building credentials with certifications such as LEED or WELL are becoming key considerations for environmentally conscious buyers.
What buyers are no longer impressed by
Swimming pools and on-site spas, once seen as hallmarks of ultra-prime living, are increasingly viewed as costly to maintain and rarely used. Camilla’s view is direct: “Swimming pools are in our opinion becoming less relevant and important for UHNWIs. In most new builds that we view, we rarely ever see the pools being used — and of course they cost a fortune to operate.”
Over-engineered technology and amenity spaces lacking natural light were also flagged as red flags among high-net-worth buyers.
Black Brick’s view
As buying agents acting exclusively in the interests of our clients, we help navigate not just the purchase price, but the full cost of ownership — including service charges that can run to tens of thousands of pounds a year. Understanding which amenities add genuine long-term value, and which inflate costs without benefit, is central to the advice we provide.