Berlin/London— NUMA Group has unveiled Native by Numa, a new premium lifestyle hospitality brand that marks the company’s transition to a multi-brand strategy aimed at accelerating growth across Europe’s leading urban destinations.
The launch follows NUMA Group’s acquisition and integration of UK-based Native Places and positions Native by Numa as the group’s high-touch, design-led offering alongside its established, tech-driven NUMA brand. Together, the two brands enable NUMA Group to serve a broader spectrum of modern travellers, from digitally native guests to experience-focused lifestyle consumers.
A Dual-Brand Strategy for Modern European Travellers
Under the new structure, the core NUMA brand will continue to focus on efficient, fully digital hospitality experiences in prime city locations, offering hotels and serviced apartments with a seamless, app-based guest journey.
In contrast, Native by Numa is positioned as the group’s premium lifestyle arm, blending locally inspired design, personalised service and curated neighbourhood experiences with NUMA Group’s proprietary technology platform. The concept is designed for discerning travellers seeking authentic stays that go beyond standard accommodation, combining boutique-style hospitality with tech-enabled convenience.
Targeting Prime European Cities and Real Estate Partners
NUMA Group plans to expand Native by Numa into key European gateway cities, including Rome, Paris, Zurich, Nice, Naples, Dublin, Athens and Vienna. The brand is specifically targeting real estate investors and property owners in high-demand urban markets who are seeking a premium hospitality partner capable of maximising asset value through technology-led operations.
The expansion strategy focuses on properties with between 80 and 300 units in central, culturally rich neighbourhoods. By pairing a super-premium guest experience with a lean, digitally optimised operating model, Native by Numa aims to deliver attractive return profiles for institutional and long-term investors.
Technology-Driven Operations Supporting High-Touch Service
Both NUMA and Native by Numa are underpinned by NUMA Group’s AI-driven hospitality platform, which automates up to 90% of the guest journey and operational processes. The group currently operates 10,000 signed and live units across 42 cities in 15 countries, managing assets valued at more than €2.5 billion.
This technology-first approach enables industry-leading gross operating profit margins of 55–60%, while allowing on-site teams to focus on personalised service, local expertise and community engagement—key pillars of the Native by Numa brand promise.
Leadership Commentary
Christian Gaiser, CEO of NUMA Group, said the launch represents a pivotal step in the company’s evolution. He noted that Native by Numa reflects growing demand from travellers and real estate partners for hospitality concepts that combine authentic experiences with operational efficiency, adding that the brand has already secured its first location in Spain.
Olivia Immesi, CEO of Native Places, said the European rollout of Native by Numa demonstrates how boutique, high-touch hospitality can scale effectively when supported by smart, digital infrastructure.
A Brand Built on Individuality and Local Connection
Each Native by Numa property is designed to reflect the story of its building and neighbourhood, emphasising individuality, local partnerships and a strong sense of place. While back-end systems are highly automated, the guest-facing experience prioritises personal welcomes, curated events and locally rooted recommendations.
The brand currently operates a portfolio of 20 properties with around 1,000 signed units across five UK cities and is set to expand further across Europe with repeat investment partners.
About NUMA Group
Founded in Berlin, NUMA Group is a leading European operator of a fully digitised hospitality platform. The company offers design-forward hotels and serviced apartments in major European cities and partners with investors, owners and developers to optimise hospitality assets through proprietary technology and data-driven operations.
