Hospitality platform NUMA Group has launched a new brand in a bid to accelerate its pan-European expansion.
The new brand, Native by Numa, is aimed at the premium market, ‘from tech-savvy guests to experience-seeking connoisseurs’ and hopes to create authentic experiences in hotels and serviced apartments.
It will be distinct from the established NUMA brand, follows the acquisition and integration of Native Places in the United Kingdom.
Native by Numa is designed to cater to a broader spectrum of modern travellers in Europe’s hotspots while maintaining NUMA’s signature tech-enabled experience.
It will focus on providing stylish hotels and serviced apartments in prime urban locations, with a fully digital guest journey that offers freedom and flexibility.
NUMA Group plans to expand the Native by Numa brand into several European cities, including Rome, Paris, Zurich, Nice, Naples, Dublin, Athens, and Vienna.
This expansion strategy is designed to attract real estate investors and property owners in these high-demand markets who are looking for partners.
The group already operates 10,000 signed and live units across 42 cities in 15 countries, managing assets valued at over €2.5 billion.
It has a fully digital, AI-driven platform which automates up to 90% of the guest journey and operational processes, with gross profit margins of 55-60% for real estate partners.
The Native by Numa brand launches with a portfolio of 20 properties and 1,000 signed units across five cities in the UK and has signed one property in Spain.
Numa Group chief executive Christian Gaiser said: “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, chief executive 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.”
NUMA’s backend technology is designed to streamline administration to empower the Native by Numa staff to focus on creating guest experiences through high-touch, personalised service such as personal welcomes, local expertise, and curated events.
The brand, which already enjoys strong recognition in the
