Tech-focused hospitality brand NUMA Group acquires Native Places

Tech-focused hospitality brand NUMA Group acquires Native Places

Move accelerates its European expansion, with 800 new units across the UK

Europe’s leading operator of a fully digitalised hospitality platform NUMA Group has announced the acquisition of a lifestyle apart hotel brand Native Places from Native Holdings. 

It has acquired 100% of Native Places, the short-stay business division of Native Holdings, founded by Guy Nixon, for an undisclosed price.

Native Residential will continue as part of Native Holdings and will be focused on growing as one of the UK’s largest operators of build-to-rent, co-living, mixed use and commercial assets under the leadership of Guy Nixon.

Native Places has over 800 units, and it is headquartered in London. Its assets range from small to medium-scale serviced apartment buildings in London under the brand of The Apartment Collection to larger-scale Native Apart Hotels across Manchester, Edinburgh, and Glasgow.

The acquisition of Native Places is a logical continuation of NUMA’s growth strategy across Europe as it focuses on hotel and commercial properties in central locations of Europe’s major cities for conversion to digitalised hotels. 

NUMA Group recently reached €2bn in real estate assets under management and manages over 6,500 rooms and apartments across 34 major cities in 14 European countries. 

With the Native Places addition, its portfolio will rise to more than 7,300 units.

Christian Gaiser, CEO and co-founder of NUMA Group, said: “At NUMA, our mission is to redefine the hospitality landscape, tailoring it to the demands of contemporary consumers. 

"We are at the forefront of digitising and elevating the entire travel experience, continuously seeking innovative ways to deepen the connection between our guests and their preferred urban destinations.

“We are thrilled to announce our partnership with Native Places and their team. We aim to establish a leading position in the UK's premier cities, with London being the #1 European hospitality market. Thanks to Native Places, we will gain access to a very strong brand recognised by leisure and business travellers. 

“Native Places has built a substantial direct share through its corporate distribution channels, as well as B2B and B2C brand recognition.

"Native Places’  exceptional and historical portfolio perfectly complements our expansion strategy­­—given Native Places’ outstanding ratings and high guest satisfaction. 

"This collaboration marks another significant step forward in NUMA’s ambition to expand across Europe and secure a dominant foothold in the UK market.”

Guy Nixon, the founder of Native Places and CEO of Native Residential, added: “I’m thrilled to see Native Places becoming part of a pan-European platform offering our corporate and leisure guests an exciting choice of serviced apartments across a growing European network. 

"I couldn’t be prouder of the Native Places brand and portfolio of assets that we’ve built over the years." 

Olivia Immesi, the current CEO of Native Places, is said to have played a "significant role" in the acquisition process and will maintain her leadership role as the company joins the NUMA Group. 

Immesi said: "Native Places has become a leading lifestyle apart hotel & serviced apartment operator in the UK, and we’re thrilled to be merging with NUMA as it expands its presence in the UK. 

"I’m incredibly excited to continue to lead the Native Places brand as it joins a fast-moving European and tech-driven serviced apartment platform, creating one of the largest platforms of lifestyle serviced apartments in Europe.”