NUMA Group has launched a new hospitality brand, Native by Numa, as part of a multi-brand strategy to drive expansion across Europe.
The Berlin-based group, which operates a fully digital hospitality platform, said the new brand would complement its existing NUMA portfolio and focus on premium, design-led accommodation for travellers seeking personalised service and locally inspired experiences.
According to chief executive Christian Gaiser, the strategy followed the integration of Native Places in the UK and aimed to serve a broader range of guests.
Native by Numa will target real estate investors in prime urban markets including Rome, Paris, Zurich, Nice, Naples, Dublin, Athens and Vienna. The group said the brand would focus on properties with 80 to 300 units in central, culturally rich neighbourhoods.
The concept combines boutique-style hospitality and high-touch service with NUMA’s proprietary technology, which automates up to 90% of guest and operational processes. The company said this digital model supported profitability and allowed more resources to be directed toward guest experience.
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’re responding to a powerful pull from our real estate partners to take this concept global, starting with Europe. This is the future of hospitality – tech-enabled, design-forward and deeply human.”
NUMA Group currently operates or has signed 10,000 units across 42 cities in 15 countries, with assets valued at more than €2.5bn (£2.17bn). It reports gross operating profit margins of 55–60%, supported by its AI-driven platform.
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. Now, powered by NUMA’s platform, we can elevate the guest experience while delivering operational efficiency.”
The brand’s design philosophy centres on individuality and local connection. Each property is intended to reflect its neighbourhood and heritage, while staff provide personal welcomes and curated local experiences.
Native by Numa currently has 20 properties and 1,000 signed units in five UK cities, with further expansion planned across Europe.
