- NUMA Group establishes a multi-brand portfolio to cater to a broader range of modern travellers, from tech-savvy guests to experience-seeking connoisseurs
- Strategic expansion leverages NUMA’s proprietary technology platform to optimise asset value and drive growth in prime European cities
- ‘Native by Numa’ targets real estate investors in high-demand markets like Rome and Paris for its premium lifestyle hospitality concept
- ‘Native by Numa’ blends locally-inspired design and personalised service to create authentic experiences in unique hotels and serviced apartments
Berlin/London, October 6, 2025 –NUMA Group, the leading European operator of a fully digitised hospitality platform, today announced the launch of its new multi-brand strategy to accelerate its pan-European expansion. The group will now operate with two distinct brands: its established and successful NUMA brand, and the newly introduced premium brand, Native by Numa. This strategic move follows the successful acquisition and integration of Native Places in the United Kingdom. It is designed to cater to a broader spectrum of modern travellers in Europe’s hotspots.
The introduction of this multi-brand strategy allows NUMA Group to serve different market segments with tailored offerings. The core NUMA brand continues to offer its signature tech-enabled, convenient, and efficient experience for modern and tech-savvy travellers. It focuses on providing stylishly designed hotels and serviced apartments in prime urban locations, with a fully digital guest journey that offers freedom and flexibility.
The new Native by Numa brand is positioned as the lifestyle luxury arm of the group, designed for discerning guests who seek more than just a place to stay. It combines high-touch hospitality, aesthetically designed spaces, and curated local experiences with NUMA Group’s proprietary smart technology and cost-efficient operations. Native by Numa seamlessly blends boutique luxury with effortless, considered service, tech-driven convenience, offering a unique proposition in modern hospitality. This premium brand promises authentic, unique experiences rooted in the local neighbourhood, with a focus on personalised service and distinctive, locally-inspired design.
Building on its substantial presence in Europe, NUMA Group is actively seeking to expand the Native by Numa brand into several key European gateway cities. The group has identified prime urban locations in Rome, Paris, Zurich, Nice, Naples, Dublin, Athens, and Vienna as strategic targets for the brand’s next phase of growth. This expansion strategy is designed to attract real estate investors and property owners in these high-demand markets who are looking to partner with a premium, design-led hospitality operator backed by a powerful, tech-driven platform. The focus will be on acquiring distinctive properties in central, culturally rich neighbourhoods that align with Native by Numa’s commitment to creating authentic, locally-inspired guest experiences.
The expansion strategy for Native by Numa is specifically designed to appeal to institutional investors, targeting properties with 80 to 300 units in prime, sought-after urban locations. This approach focuses on pairing a super-premium product with an exceptional guest experience, leveraging NUMA Group’s proven, lean digital operating model. By leveraging proprietary technology to streamline back-end operations, Native by Numa maximises efficiency while dedicating resources to high-touch service and creating an authentic, locally-rooted atmosphere. This powerful combination of a premium hospitality brand in prime locations, paired with a tech-driven, cost-efficient core, enables superior return profiles within the operational real estate sector, offering a compelling proposition for real estate partners.
Underpinning this multi-brand expansion is NUMA’s robust and scalable technology platform. The group operates 10,000 signed and live units across 42 cities in 15 countries, managing assets valued at over €2.5 billion. NUMA’s fully digital, AI-driven platform automates up to 90% of the guest journey and operational processes, leading to industry-leading GOP margins of 55-60% and enhanced profitability for real estate partners. This operational excellence allows both the NUMA and Native by Numa brands to scale efficiently while delivering exceptional guest experiences.
Christian Gaiser, CEO, NUMA Group SE, commented on the announcement: “The launch of our multi-brand strategy, with ‘Native by Numa’ as our new premium offering, marks a pivotal moment for NUMA Group. It reflects our deep understanding of the evolving needs of the modern traveller. We are proving that it’s possible to merge world-class, high-touch service and unique, authentic experiences with the power and efficiency of a proprietary technology platform. ‘Native by Numa’ allows us to unlock the full potential of unique properties in prime European locations, offering guests unforgettable stays and providing our real estate partners with an optimised, high-performing asset class. We’re responding to a powerful pull from our real estate partners to take this concept global, starting with Europe, and are thrilled to announce that we’ve already signed our first location in Spain. This is the future of hospitality—tech-enabled, design-forward, and deeply human.”
Olivia Immesi, CEO of Native Places, added: “The launch of Native by Numa across Europe is a testament to the power of combining authentic, high-touch hospitality with smart, scalable technology. We have always been dedicated to creating spaces with soul that are rooted in their local neighbourhoods. Now, powered by NUMA’s digital hospitality platform, we can further elevate the guest experience while delivering superior operational efficiency. This is the future of boutique hospitality – thoughtfully designed, deeply personal, and intelligently operated for the modern traveller.”
The Native by Numa brand is built on a philosophy of individuality and connection. Each property is designed to tell the story of its building and neighbourhood, embracing unique characteristics to create places with soul. While NUMA’s backend technology streamlines administration, it empowers the Native by Numa staff to focus on what matters most: creating memorable guest experiences through high-touch, personalised service. This includes personal welcomes, local expertise, and curated events and partnerships that celebrate neighbourhood heroes. The brand, which already enjoys strong recognition in the UK, will expand its presence in prime locations across Europe, targeting properties with unique character that align with its promise to “stay original”. Native by Numa currently has a portfolio of 20 properties and 1,000 signed units across five cities in the UK, and has already signed one property in Spain with a repeat partner.
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About the NUMA Group
Berlin-based NUMA Group is the leading European operator of a fully digitised hospitality platform. The company offers modern travellers innovative design accommodations. As a reliable partner for investors, owners, and developers, NUMA utilises proprietary technology-based operator solutions that essentially automate operational processes, increasing cost efficiencies and revenues. NUMA successfully operates 10,000 units in leading European A-cities, including Berlin, London, Paris, Rome, Milan, Madrid, Barcelona, Oslo, Prague, and Vienna.
For more information, please visit:
https://numastays.com – https://partner.numastays.com – https://numastays.com/business
Press Contact
NUMA Group SE Europe
Corporate Communications
Joachim M. Guentert
Potsdamer Str. 68a
10785 Berlin, Germany
Tel.: +49 (0)30 229577-42
Email: media@numastays.com
https://partner.numastays.com
NUMA UK – Press Office
Claire Barry
Blue Hour Communications Ltd
Mobile: +44 (0)7795 672 706
Email: cbarry@blue-hour.co.uk
