The Naples Moment

Naples is no longer just a retirement haven. Shedding its image as a quiet, winter-only retreat, the city has permanently cemented itself as a year-round luxury real estate powerhouse. Long celebrated for its sugar-sand coastlines, manicured golf courses, and low-tax advantages, Naples is now in the same conversation with Miami and Palm Beach for luxury buyers. The numbers speak for themselves. In Port Royal, Naples’ most exclusive enclave, the past year has produced transactions of rare distinction — among them, billionaire David Hoffmann’s $85 million acquisition of a waterfront mansion, and the $225 million sale of the Canadian DeGroote family’s 15-acre Gulf-front estate, a figure that stands as the second highest residential sale ever recorded in the United States.

Naples’ New Appeal 
Brokers say that part of the allure is the area’s low density, gentle but consistent growth, and access to social amenities. “Naples has evolved from a seasonal kind of resort town,” says Dawn McKenna, real estate power broker and founder of the Dawn McKenna Group. “It’s a combination of world-class hospitality, private clubs, and an evolving dining scene with a constant wave of exciting new openings that’s really attracting executives, families, and entrepreneurs.”

Naples isn’t a stranger to luxury properties: The Ritz-Carlton, Naples opened in the mid-1980s, and a decade later The Inn on Fifth debuted. But the city’s newest luxury resort has really shifted the landscape. Naples Beach Club, a Four Seasons Resort, opened its doors in November 2025, which has “given Naples another layer of credibility,” says Claire Bisignano Chesnoff, a Coldwell Banker Global Luxury Property Specialist.

“The brand recognition is huge,” she explains. “Because it’s a five-star hotel, it raises the expectations. People love the curated dining and luxury fitness facilities, which are attracting a younger luxury buyer.” 

Naples also strikes a balance between Miami’s hyperactivity and Palm Beach’s ultra-slowed-down pace. As a result, the Gulf Coast gem is rapidly emerging as Florida’s premier destination for luxury living. 

“When buyers come to Naples, they see that it’s a relaxed luxury lifestyle,” 

Chesnoff explains. “They love the beaches, the walkability of shopping, and our dining districts. It’s a slower pace, and compared to something like Miami, it’s a quieter atmosphere, and yet you still get the high-end amenities.” 

The Shift to Year-Round Residents 
The most notable evolution in Naples’ market is the demographic shift of its buyers. The historical pattern of winter “snowbirds” has shifted toward corporate and finance executives and tech entrepreneurs who are relocating their primary families full-time.

“Post-COVID, many younger families have relocated to Naples,” says Drew Josephson, Luxury Properties Specialist, William Raveis Naples. “Naples has the brands of a big city without the traffic and congestion. It’s one of the safest and cleanest cities you can find.”

Buyers are driven not just by Florida’s favorable fiscal climate, but by the tangible quality of life: top-tier private academies, top restaurants, and an unparalleled sense of safety and community. Brokers are seeing a heavy buyer footprint from New York, Chicago, Boston, and New Jersey, alongside a surge in arrivals from California and Canada. European buyers are also on the rise, and Chesnoff says her European clientele each have something different in mind. 

“Buyers from the United Kingdom have direct flights here, and they love the warm winters in the golf communities; Germans like high-quality construction and privacy,” she says. “We also get a lot of affluent buyers from Latin America, places like Brazil and Colombia and Argentina, because of the political and economic stability here, and the educational opportunities for their children. It’s just a much quieter alternative to Miami.” 

Changing Architectural Tides: New House Rules 
Today’s luxury buyers are also increasingly seeking more amenities and square footage that fit their modern lifestyles. This shift is underscored by a wave of record-breaking listings and new developments hitting the market to meet demand.

“Typically, the younger buyers are looking for larger homes in the 5,000 to 6,000 square foot range. Whereas empty nesters and retirees don’t want that much living space in their next home,” Josephson explains. “The younger buyers are also much more health-conscious, so newer homes that have wellness rooms are in high demand.”

McKenna echoes this, saying that, besides home offices, sprawling kitchens, and resort-style pools, buyers are drawn to wellness amenities, including “sports courts, infrared saunas, cold plunges and home gyms.” Chesnoff also says that the recent wave of luxury buyers in Naples is looking for homes that serve their needs year-round, not just for a few months in the winter. 

“What’s more important to these folks is family, so they’re really looking for highly rated schools and parks, and they want to be in family-oriented neighborhoods with community events,” she explains. “But they also want to have a decent piece of land along with proximity to health care and everyday conveniences, which so many of the communities will afford them.”

Naples is also seeing listings that years ago would only make headlines in Palm Beach or Miami. Located at 100 Bay Road in Naples, the “Gordon Pointe” estate is currently the state’s most expensive listing with a $271 million price tag. Listed by Tim Savage of Gulf Coast International Properties, the massive 8-acre peninsula compound features three residences, over 700 feet of beachfront, a private floating dock, and a deep-water yacht basin. 

A trophy property of this magnitude highlights a massive structural change in the region. Savage notes that he saw the Naples market permanently shift after COVID, coinciding with buyers having greater location flexibility. Like other brokers, he says that Naples presents an alternative to the hustle of Miami and the formality of Palm Beach. 

“We have white sand beaches, fabulous shopping and dining, three phenomenal theaters of the arts, great schools, and no skyscrapers,” he explains. “We also have spectacular waterfront communities, like Port Royal, where Gordon Pointe sits.” 

Neighborhoods Redefining the Ceiling
The luxury market in Naples continues to revolve around its most iconic coastal neighborhoods. While the exclusive, deep-water canal neighborhood of Port Royal caters directly to the mega-yacht crowd, nearby Old Naples offers unparalleled beach proximity. There, classic single-story Florida ranch houses have almost completely given way to multi-story modern estates. However, these aren’t the only areas seeing a luxury boom; Chesnoff points to several other rising neighborhoods across Naples that buyers should watch. 

“One that’s really a little bit of a sleeper is Aqualane Shores. Its walkability to downtown Naples is really important,” she explains. “There are lots of newly built waterfront estates coming there, and residents have the ability to have that deep-water boating access without the bridge restrictions. Second to that would probably be Park Shore, which is in one of the most desirable neighborhoods, because it has high-rise residences right on the Gulf.” 

Josephson says that some of his favorite neighborhoods are in planned, private communities, which come with several tangible benefits. 

“If someone is concerned about hurricanes or flooding, Grey Oaks is a great option as it is located a little inland,” he says. It’s a great club with great amenities. Pelican Bay is another great private community. It has two private beach clubs and is truly one of a kind. When I tour with clients, we typically end with lunch or dinner, and as the client looks out at the Gulf, they’ll say, ‘This is special.’

Ultimately, Naples’ uniqueness lies in its ability to blend high-end metropolitan luxury with the relaxed, unhurried pace of a classic beach town. 

“There are a lot more things to do in Naples than there ever were before, and it’s just gaining momentum,” McKenna explains. “A lot of buyers want to get away from the big city and have transplanted to Naples, where it’s easy to get from one place to another. We have great schools; they can get a bigger house with more land, and they like the connection. There’s a real community connection in Naples that’s very different from other places.”