NUMA Group has announced the launch of its new premium brand, Native by Numa, as part of a wider multi-brand strategy to strengthen its footprint across Europe.

The Berlin-based operator of digitised hospitality platforms said the move follows its acquisition of Native Places in the UK and will allow it to serve a broader spectrum of travellers, from tech-focused guests to experience-driven connoisseurs.

The group will now run two distinct brands: its core NUMA offering, centred on digital convenience and efficiency for modern travellers, and Native by Numa, designed for premium lifestyle stays with high-touch service, boutique design, and localised guest experiences.

Christian Gaiser, CEO of NUMA Group SE, described the launch as “a pivotal moment” for the company. He 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.”

NUMA confirmed that its expansion will target gateway cities including Rome, Paris, Zurich, Nice, Naples, Dublin, Athens, and Vienna. The company said it will focus on securing distinctive properties in culturally rich neighbourhoods, with a preference for assets between 80 and 300 units.

The new brand aims to attract institutional investors seeking strong returns, leveraging NUMA’s fully digital platform, which automates up to 90% of operational processes. The group said this allows it to achieve gross operating profit margins of 55-60%, while maximising efficiency and preserving resources for high-touch guest service.

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.”

NUMA currently manages 10,000 signed and live units across 42 cities in 15 countries, representing assets worth more than €2.5 billion. The group confirmed its first Native by Numa property has already been signed in Spain.

About the NUMA Group

Berlin-based NUMA Group is the leading European operator of a fully digitized hospitality platform. The company offers modern travelers innovative design accommodations. As a reliable partner for investors, owners, and developers, NUMA utilizes proprietary technology-based operator solutions that largely automate operational processes, increasing cost efficiencies and revenues. NUMA successfully operates nearly 9,000 units in leading European A-cities, including Berlin, London, Paris, Rome, Milan, Madrid, Barcelona, Oslo, Prague, and Vienna.