NUMA Group Launches ‘Native by Numa’ Boutique Hospitality Brand Across Europe
NUMA Group today announced the launch of Native by Numa, a new premium lifestyle hospitality brand focused on delivering high-touch service and locally-inspired experiences in key European cities.
The launch follows NUMA’s acquisition and integration of Native Places in the UK and signals a shift towards a multi-brand strategy for the company. Native by Numa will initially focus on acquiring and developing properties with 80–300 units in central, culturally rich neighborhoods of cities including Rome, Paris, Zurich, Nice, Naples, Dublin, Athens, and Vienna. This expansion aims to capitalize on the growing demand for unique and personalized travel experiences, a trend increasingly important to post-pandemic travelers.
While the core NUMA brand will continue to offer tech-enabled convenience, Native by Numa will cater to guests seeking boutique luxury and localized experiences, with curated events and partnerships celebrating local culture. “The launch of our multi-brand strategy, with ‘Native by Numa’ as our new premium offering, marks a pivotal moment for NUMA Group,” said Christian Gaiser, CEO of NUMA Group SE. “It reflects our deep understanding of the evolving needs of the modern traveler. 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.” The brand currently operates 20 properties and has 1,000 signed units across five UK cities, with a first Spanish property already confirmed. You can learn more about the broader hospitality industry at the American Hotel & Lodging Association.
NUMA Group aims to leverage its technology platform to drive operational efficiency, automating up to 90% of the guest journey and backend processes, and deliver industry-leading GOP margins of 55–60% for real estate partners. 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.” See NUMA Group’s website for more details on their existing portfolio.
The company expects to continue expanding the Native by Numa brand throughout Europe, defining a new standard for “tech-enabled, design-forward, and deeply human” boutique hospitality, according to officials.
