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New proprietary research into the preferences of high-intent UAE and Saudi Arabian buyers of UK residential property has revealed a strong appetite for London, with security, privacy, connectivity, and lifestyle amenities emerging as defining priorities.
The survey, conducted by YouGov, questioned 758 high-intent buyers across the UAE and Saudi Arabia who had expressed an active interest in purchasing UK residential property. The findings provide a compelling insight into what KSA and UAE buyers are seeking in a prime London residence and the enduring appeal of the capital city as a residential location of choice.
Almost two-thirds of respondents, 63%, are actively looking to purchase or are likely to buy within the next 12 months, while 88% consider London more attractive than their home regional market, with 54% describing it as much more attractive. London was also the clear regional preference, with 63% saying they would consider purchasing there, significantly ahead of other UK regions tested.
The research also highlights the importance KSA and UAE buyers place on peace of mind when choosing a London property. Safety was identified as the primary reason for investing in London by 29% of respondents and the most important property feature by 33%. When considering a specific neighbourhood, 29% again selected safety as a leading factor. Security services were the most appealing development amenity by a considerable margin, selected by 56% of respondents. At the same time, 27% cited safety concerns as a barrier to purchasing, highlighting the importance of giving prospective buyers confidence in the privacy, security, and management of the environment they are considering. The finding is less an assessment of London itself than an indication of the premium these buyers place on reassurance and a sense of security within their own residential environment.
Beyond security, the research reveals a clear preference for a particular style of London living. Quiet, private and residential surroundings were prioritised by 22% of UAE respondents compared with 16% in Saudi Arabia. Meanwhile, 21% identified convenient access to central London, Mayfair, the West End and business districts as a key consideration. Wellness, dining, and sporting facilities also emerged as major lifestyle priorities, reinforcing demand for residences that offer a complete living environment alongside the advantages of a prime London location. Concierge services, by comparison, were selected by 12% as a primary feature, suggesting that service is most valuable when it sits within a wider proposition built around privacy, wellbeing, security, and quality of life.
These priorities closely align with the proposition at St John’s Wood Square, a landmark new residential address set across 5.5 acres in one of Prime Central London’s most established neighbourhoods. The development comprises 120 substantial residences averaging 3,260 sq ft, alongside 2.6 acres of landscaped gardens and a residential environment centred on privacy, tranquillity, and security. Its location offers future residents the character and calm of St John’s Wood while being only 15 minutes from Mayfair, the West End, and key London business districts.
At the heart of St John’s Wood Square is The Riding Club, a private residents’ club housed within the site’s meticulously restored Grade II-listed Riding School, which dates back to 1825. The development’s 40,000 sq ft amenity offering includes a 20-metre swimming pool, state-of-the-art gym, Pilates, yoga, and personal training studio, spa facilities, a multi-sport court (employing an ASB GlassFloor system for tennis, basketball, pickleball, football, badminton, volleyball & netball), private dining room, cinema, games room, children’s playroom, and business facilities. A 24-hour concierge service and dedicated estate management provide an additional layer of care, while the landscaped gardens and generous residences create space for residents to enjoy a quieter pace of life within the capital.
Security is treated with the utmost importance at St
John’s Wood Square, where it is regarded as the cornerstone of what makes a home. The development aims for residents to feel that security and know it is there for them, and for it to be totally effective, all while remaining as unobtrusive as possible.
The estate’s security is built in many layers. Welcoming security personnel will be stationed at the entrances and will patrol the site, which will also feature more than 400 security cameras equipped with the latest AI behavioural recognition technology to alert the team to anything out of place. Access control means that only residents and key personnel can reach each floor, while front doors weighing circa 185kg provide an unmatched physical sense of security. Access to the car park follows an airlock approach, in which two sets of gates allow entry only once the other has closed, and the same applies to the residential entrances of the apartment buildings. From the 24-hour security team to the Category 3 wired alarms in every home, both the operational and physical security have been planned to be exceptionally thorough and integral to the estate.
With sales now underway and prices starting from £5.25 million for a two-bedroom residence, St John’s Wood Square presents a rare opportunity for international buyers seeking a substantial London home with exceptional space, amenities and privacy. For KSA and UAE buyers in particular, the latest research points to a clear desire for the reassurance of a secure residential setting, the benefits of a peaceful neighbourhood, and easy access to the centre of London.
Prospective buyers can contact the St John’s Wood Square sales team, with Knight Frank and Savills jointly appointed as sales agents, to arrange a private consultation and discover the residences currently available.