Numa Group has officially launched Native by Numa, a premium lifestyle hospitality brand

NUMA Group has announced the launch of Native by Numa, a premium lifestyle hospitality brand designed to deliver high-touch service, locally-inspired experiences, and boutique luxury across Europe. The launch follows NUMA’s acquisition and integration of Native Places in the UK and marks the start of a multi-brand strategy to accelerate pan-European growth, building on a portfolio of 10,000 signed and live units in 42 cities across 15 countries.

The brand targets key urban gateway destinations including Rome, Paris, Zurich, Nice, Naples, Dublin, Athens, and Vienna, focusing on acquiring distinctive properties with 80-300 units in prime cultural districts that offer unique character and strong investor appeal. The expansion strategy pairs premium, design-led hospitality with NUMA’s tech-driven operating model, automating up to 90% of guest journey and backend processes while delivering industry-leading GOP margins of 55-60% for real estate partners.

“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 traveler,” said Christian Gaiser, CEO of NUMA Group SE. “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.”

While the core NUMA brand continues providing tech-enabled convenience and stylish accommodations, Native by Numa caters to guests seeking personalized, localized experiences combined with boutique luxury. Each property embraces the individuality of its building and neighborhood through curated events and partnerships celebrating local culture, with the brand already operating 20 properties and 1,000 signed units in five UK cities.

“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 neighborhoods,” said Olivia Immesi, CEO of Native Places. The brand’s first Spanish property has been confirmed through a repeat partner, positioning Native by Numa to define boutique hospitality that is tech-enabled, design-forward, and deeply human across European markets.

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