Who is buying luxury real estate in Tbilisi?

In recent years, Georgia’s luxury real estate market has experienced rapid development. The two main drivers of this growth, Tbilisi and Batumi, have fundamentally different approaches to architecture, development, and target audiences. Who buys premium apartments in these cities? How do clients’ needs differ, and how do leading real estate developers, including Apart Group, respond to them? Let’s find out.

In Tbilisi, the buyers are metropolitan professionals and the diplomatic corps Luxury real estate in Tbilisi primarily targets local top managers, international organization representatives, the diplomatic corps, and successful entrepreneurs. These clients are looking for more than just square footage; they want status, privacy, and cultural relevance.

Who are they?

• Top managers of IT companies and the banking sector.
• Employees of international missions, NGOs, and embassies.
• Owners of large businesses and their families.

They are interested in projects offering a high degree of privacy and security, underground parking, aesthetically pleasing interiors, and proximity to prestigious educational institutions and business centers. Many people choose the Vake and Saburtalo districts because the best schools, offices, and restaurants are located there.

The Apart Group

The Apart Group in Tbilisi successfully targets this audience. Their flagship projects, such as Old City Panorama and Saguramo Gardens, combine traditional architecture, beautiful landscaping, and hotel-level service. Concierge service, gated courtyards, and spa complexes are standard offerings, not luxuries, for their clients.

Batumi: Tenants of the Future — Digital Nomads and Investors

On the contrary, Resort Batumi has become a magnet for foreign capital and digital nomads — professionals who work remotely from different parts of the world. Foreign investors from the Middle East, Europe, and Asia are actively buying apartments, especially for short-term rentals.

Who are they?

• Digital nomads from the EU, Israel, and Turkey.
• Private investors who invest in income-producing real estate.
• Small developers and speculators.

They are looking for “liquid” studios in areas near the sea, especially in areas with active tourist flow, such as the New Boulevard, the Port area, and Gonio. The main criteria are that the property be ready for repairs, have a well-established rental management system, and require minimal participation in the management of the asset.

Orbi Group, Alliance Group, and Metropol focus on this category of clients. Their projects include apartments with hotel-type services, with the main emphasis on investment and subsequent rental rather than accommodation. Many complexes are managed on a hotel-like model, offering reception services, cleaning services, and booking through international platforms.

Different service emphases: concierge versus property management

Differences in target audiences also dictate differences in infrastructure.

In Tbilisi, for example, clients expect concierge services, such as assistance with everyday tasks, restaurant reservations, security, and housekeeping. Tbilisi is a “city for life” where prestige and comfort are important.

In Batumi, property management is a priority, offering a full turnkey rental cycle — from guest check-in to owner reports. Batumi is a “city for income.”

Developers understand these specificities and adapt accordingly. Thus, Apart Group, which works in both cities, adapts its model: in Tbilisi, they offer clubhouses that evoke the atmosphere of a private residence, and in Batumi, they offer functional and profitable properties that emphasize ease of management.

Conclusion

The buyer of luxury real estate in Tbilisi and Batumi differs in social status and investment goals. In the capital, buyers are local elites and professionals seeking status and comfort. On the coast, they are foreign investors and digital nomads focused on short-term profitability. Successful developers, such as the Apart Group, demonstrate flexibility by tailoring their offerings to the specifics of each city. This allows them to maintain their leading position in the premium segment market.