Published on
October 7, 2025
Numa, the hospitality operator famed for the pared-back style of its Berlin apartment hotels, is charging into the premium market with its new brand, Native by Numa. Targeting lifestyle luxury travellers, Native by Numa is a large departure for Numa, as the company shifts to higher tiers of service that integrate design-centric hotels with serviced apartments. The brand targets a flexible and sophisticated accommodation gap that exists across major metropolitan areas in Europe.
Native by Numa intends to set a new benchmark for luxury hotels by offering a new colour to lifestyle luxury in serviced apartments.
Native by Numa has assembled modern amenities like spacious, well-kept, fully equipped kitchens, modern living amenities, a separate living plus working area to complete and cater for long stays, to serve sophisticated travellers.
The hotels are focused on comfort and style, making them ideal for both business and leisure travellers looking for a luxury alternative to a fine hotel or a serviced apartment.
This offers all travellers the best of both worlds, high-end services, like housekeeping and concierge, with the service apartment lifestyle. Unlike other serviced apartments, Native by Numa offers hotel-grade services like concierge and housekeeping, giving the property a unique position.
Native by Numa enhances the serviced apartment concept by marrying luxury hotels with serviced apartments, making the experience truly unique.
Expansion of Native by Numa Across European Cities
Native by Numa has already established a remarkable footprint across Europe, starting with 20 properties in the UK serviced with a rich portfolio of serviced apartments under the Native Places name. Numa intends to further expand across central European cities with high demand for short- and long-term business and leisure stays. New properties in London, Manchester, and Edinburgh chiefly serve premium leisure and corporate stays.
Native by Numa is design-driven and seeks to redefine the category of lifestyle hotels, offering a soft blend with the conventional extreme luxury hotels. Native by Numa captures the growing demand for flexible, comfortable, and good-looking hotels. Numa seeks to redefine the category of lifestyle luxury by focusing on differentiation in design and service, which is a more personalised alternative to the traditional luxury hotel experience, to resonate with the contemporary traveller.
Addressing the Needs of the Contemporary Traveller
With the rest of the world changing, the world of hospitality is moving towards automation and self-service systems. Numa is one of the first to implement this in their model with a proprietary technology which optimises the guests’ experience. The efficiency model Numa employs means that guests can do everything from checking in to room payments through the mobile app. As such, the guests experience a world of hospitality which is seamless and highly efficient.
As for Native by Numa, the focus of technology is management of the guest experience and not convenience. Each facility is aimed at optimising guest experience and guest operations. Guests staying longer can enjoy the apartment-style rooms, which let them experience a home away from home, complete with a kitchen, living area, and extended stay amenities.
Also, Native by Numa targets customers who wish to enjoy their luxury vacation rental in complete privacy. Offered for longer stays, this new brand fulfils the self-catering demand with remote work and is designed to accommodate the different needs of these travellers.
The Future of Hospitality
With continued growth, Native by Numa will begin expanding to some of the most vibrant cities in Europe. Numa will continue to personalise service at the offered facilities in an effort to capture a larger segment of the market that includes business customers and premium long stay guests.
Numa’s foray into the upscale segment of the market coincides with an industry-wide trend to provide more choice in accommodation to suit the needs of travellers today. Native by Numa is expanding strategically to capture the value in the ever-growing tourism industry in key European cities such as Berlin, Paris, Barcelona and Rome.
The Future Holds for Native by Numa
As for Numa, business development for Native by Numa outside of the United Kingdom will soon expand into new European cities with the expectation of further international development. Numa by Native will be well-positioned with its technology, service, and design fusion as the technology-skate lifestyle accommodation market grows. For all purposes of travel, including pleasure, business, and long-term stays, Numa by Native will be entering the market with a serviced product that meets the modern traveller’s expectation for luxury and flexibility.
