Numa Launches Premium Hotel Brand for Europe’s Cities
Photo Credit: Native by Numa - London Hyde Park interior. Numa Group
Skift Take
Numa specializes in a stripped-down model of apartment-style hotels. That may work in the mid-market. But as it moves upscale with its new brand, Native by Numa, can it appeal to premium guests who may expect more?
As the race to automate hotel operations accelerates, Numa Group believes it can profitably scale up premium apartment-style hotels in European cities.
Numa, a Berlin-based hospitality operator known for operating apartment-style hotels with minimal staff and extensive use of technology, introduced on Monday an upscale, lifestyle brand called Native by Numa.
The new brand represents a line of design-led hotels and serviced apartments targeting travelers seeking what it describes as “lifestyle luxury.”
Last year, Numa acquired Native Places, and all of the UK locations now fall under the new brand. That means that Native by Numa launches with 20 properties and 1,000 signed units across five British cities.
Numa aspires to open Native by Numa properties in European cities such as Rome, Paris, Zurich, and Vienna, focusing
