Naumi Hotels

What Naumi Hotels does

Naumi Hotels is a Singapore-based, family-owned boutique hotel group founded in 2007 by Surya Jhunjhnuwala. The company operates eight design-led boutique properties across four countries: Singapore (flagship Naumi Hotel Singapore on Seah Street), New Zealand (Naumi Hotel Auckland Airport, Naumi Hotel Wellington, Naumi Studio Wellington, The Central Hotel Queenstown and The Dairy Hotel Queenstown under the "A Naumi Chapter" sub-brand), Australia (Central Studio Hotel Sydney), and the UAE (Naumi Hotel Dubai in Barsha Heights). Each property is positioned as individually designed and inspired by its destination, with the group operating on the explicit principle that no two Naumi hotels are the same.

The group's core offering is nightly accommodation combined with a portfolio of destination-specific food and beverage venues, including Rang Mahal Restaurant & Bar in Singapore, Lola Rouge Restaurant & Bar in Wellington, Restaurant Lunar & Bar in Auckland, and Ostro Restaurant & Cafe in Dubai, plus signature experiences such as the 7 Paintings immersive dinner show and Bathe by Aluume private alpine hot pools in Queenstown. Underlying technology consists of a standard hotel property management system and the proprietary direct booking platform bookings.naumihotels.com, which underpins a direct-to-consumer go-to-market model featuring best flexible rates, early check-in/late check-out perks, exclusive F&B benefits, and package offers, supplemented by active social channels (Facebook, Instagram, Threads, TikTok, LinkedIn) and an email newsletter.

Revenue is generated through five streams: accommodation, food and beverage, events and meetings, gift cards, and (at the Dubai property) day-use rooms and co-working/monthly extended stays. Pricing is asset-specific and ranges from per-night hotel rates and AED 85–140 day-use room rates in Dubai to NZD 35–195 per-person dining packages and AED 4,000/month extended stays. The company reports 101–250 employees, is privately held and parented by Naumi Group, and has no disclosed institutional investors or public financial statements.

Name

Naumi Hotels

Legal name

Naumi Hotels

Website

https://naumihotels.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

Naumi Hotels operates eight design-led boutique properties across Singapore, New Zealand, Australia, and the UAE, serving leisure and business travellers through direct booking, on-site dining, curated experiences, events, and flexible day-use and extended-stay formats.

Ownership category

akta.pro rank

Product category

Boutique Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Accommodation (721)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Design-Led Boutique Hotels (THAGADAA)

akta.pro secondary industries

Hotel & Resort Restaurants (THAFACAH), Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC)

Keywords

• Boutique hotel accommodation
• Design-led hospitality services
• Luxury hotel stays
• Hotel dining experiences
• Boutique event venues

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Accommodation: Room reservations across 8 boutique hotel properties in Singapore, New Zealand, Australia, and UAE. Revenue generated through nightly stays with various room types and suite categories.
2. Food and Beverage: On-property dining at Rang Mahal Restaurant & Bar (Singapore), Lola Rouge Restaurant & Bar (Wellington), Restaurant Lunar & Bar (Auckland), and Ostro Restaurant & Cafe (Dubai). Includes special events like 7 Paintings immersive dining experience.
3. Events and Meetings: Corporate events, private dining, weddings and celebrations hosted at hotel event spaces. Flexible event packages with personalised service.
4. Gift Cards: Gift cards redeemable across the collection of boutique hotels for stays, dining and experiences.
5. Day Use and Co-working: Day-use hotel rooms and co-working passes offered at Naumi Hotel Dubai. Work-from-hotel daily rates provide flexible daytime stays.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Naumi Hotels operates a portfolio of 8 award-winning design-led boutique hotels across Singapore, New Zealand, Australia, and UAE, selling overnight accommodation in distinctively designed rooms and suites. The offering extends beyond rooms to on-property restaurants and bars, corporate and private event spaces, and curated guest experiences such as 7 Paintings immersive dining and Bathe by Aluume alpine hot pools, with bookings primarily facilitated through the group's own direct booking platform.

Product overview

Naumi Hotels is a collection of 8 award-winning design-led boutique hotels across Singapore, New Zealand, Australia, and UAE. The portfolio includes flagship Naumi Hotel Singapore, five New Zealand properties (Naumi Hotel Auckland Airport, Naumi Hotel Wellington, Naumi Studio Wellington, The Central Hotel Queenstown A Naumi Chapter, The Dairy Hotel Queenstown A Naumi Chapter), Central Studio Hotel Sydney, and Naumi Hotel Dubai. Each property offers distinct dining experiences including Rang Mahal, Lola Rouge Restaurant & Bar, Restaurant Lunar & Bar, and Ostro Restaurant & Cafe. The collection features unique experiences like 7 Paintings immersive dining and Bathe by Aluume hot pools. Services include event spaces, gift cards, and a direct booking platform with exclusive perks.

Differentiator

Problem solved

Functional benefit

Brands

• Naumi Chapters: A sub-brand concept used for certain properties, such as The Central Hotel Queenstown and The Dairy Hotel Queenstown, marketed as 'A Naumi Chapter' to denote their distinctive character within the Naumi portfolio.

Products and services

• Naumi Hotel Singapore Flagship boutique hotel on Seah Street in Singapore offering stylish, sophisticated, design-led interiors and personalized hospitality for leisure and business travellers.
• Naumi Hotel Auckland Airport Boutique retreat near Auckland Airport offering modern comfort and effortless convenience with a heated pool, 3-hole putting green, yoga garden, and complimentary airport shuttle.
• Naumi Hotel Wellington Boutique hotel in Wellington reflecting creativity, character, and culture with eclectic charm and contemporary dining at the on-site Lola Rouge Restaurant & Bar.
• Naumi Studio Wellington Boutique gem in Wellington inspired by art, design, and New Zealand's creative essence with colourful whimsy and heritage-inspired décor.
• The Central Hotel Queenstown, A Naumi Chapter Boutique retreat in Queenstown's alpine scenery featuring artistic charm, jewel-toned interiors, striking art, and access to the Bathe by Aluume hot pool experience.
• The Dairy Hotel Queenstown, A Naumi Chapter Boutique retreat in Queenstown blending chic interiors with thoughtful design, featuring private balconies and skylit en-suites.
• Central Studio Hotel Sydney Boutique escape in Sydney blending modern style and comfort with urban energy in Australia's iconic city.
• Naumi Hotel Dubai Boutique sanctuary in Dubai in Barsha Heights blending vibrant design and cultural flair with contemporary glamour and shisha cabanas.
• Rang Mahal Restaurant & Bar Award-winning Indian dining restaurant at Naumi Hotel Singapore blending timeless traditions with refined modern flavours, open to both hotel guests and outside diners.
• Lola Rouge Restaurant & Bar Contemporary dining and creative cocktail venue at Naumi Hotel Wellington inspired by Wellington's vibrant culinary scene with modern Asian dishes and a 9-course Chef's Table experience.
• Restaurant Lunar & Bar Asian-inspired restaurant at Naumi Hotel Auckland Airport celebrating seasonal ingredients with shareable plates, crafted cocktails, and happy hour, including the Sunday Roast Feast experience.
• Ostro Restaurant & Cafe Mediterranean-inspired all-day dining at Naumi Hotel Dubai serving breakfast buffet, organic, vegan, and gluten-free options, with outdoor shisha cabanas and an AED 69 business lunch.
• 7 Paintings – The Art of Dining World-renowned immersive 2.5-hour dinner show at Naumi Hotel Auckland Airport blending digital art, gourmet cuisine, and interactive storytelling across seven courses inspired by legendary artists; also operated in Wellington.
• Bathe by Aluume Private alpine hot pool experience at Queenstown properties featuring magnesium-rich waters, monsoon showers, and mountain views, included in Matariki packages and available as an add-on.
• Naumi Gift Cards Gift cards redeemable across the Naumi Hotels collection for stays, dining, and unique experiences in Singapore, Dubai, New Zealand, and Australia.
• Event Spaces & Meetings Boutique event and meeting spaces across Naumi Hotels for corporate events, private dining, weddings, and celebrations with flexible packages and personalised service.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor and core.

• 7 PaintingsminorStrategic or Co-development Partner7 Paintings is a world-renowned immersive dinner show concept brought to Naumi Hotel Auckland Airport. The experience blends digital art, gourmet cuisine, and interactive storytelling, offering guests a 2.5-hour multi-sensory dining journey. Naumi has expanded this partnership to Wellington as well.
• Blue KanuminorGTM or Marketing PartnerPolynesian-Asian fusion restaurant at 16 Church Street, Queenstown offering Naumi guests 15% discount. Blends Pacifica and Asian influences in a style called 'Polynesia'.
• Boardwalk RestaurantminorGTM or Marketing PartnerRestaurant at Level 1, Steamer Wharf, Queenstown with lake and mountain views. Features seafood, steaks, and classic favourites. Rocks Bar located upstairs.
• Queenstown Car RentalminorGTM or Marketing PartnerLuxury car hire service in Queenstown offering 24/7 service with flexible pick-up options. Naumi guests receive 15% discount using code NAUMIXQCR15. Fleet includes Range Rovers, Land Rover Discoveries, and Toyota RAV4s.
• O-Studio QueenstownminorGTM or Marketing PartnerPremium wellness hub at 36 Grant Road, Frankton offering Infrared Saunas, Traditional Saunas, Ice Baths, Float Therapy, and Massage rooms. Naumi guests receive 20% off any drop-in service using code NAUMI20.
• Bathe by AluumecoreStrategic or Co-development PartnerPrivate alpine hot pool experience at Queenstown properties. Features magnesium-rich waters with mountain views, monsoon showers, and wellness spaces. Included in Matariki packages and available as add-on for Queenstown guests.
• Double Vision BrewingminorGTM or Marketing PartnerLocal craft brewery featured at Lola Rouge Restaurant & Bar for burger pairing promotions.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• COMO Hotels and Resorts: Singapore-founded luxury boutique hotel and wellness group with properties across Asia, Europe, and the Indian Ocean. Comparable as a Singapore-rooted, design-led boutique operator targeting experience-led luxury leisure travelers.
• The Standard Hotels: Global design-led boutique hotel brand known for bold interiors and F&B concepts. Comparable as a larger, broader-portfolio design-driven boutique operator with a similar experiential positioning and global expansion trajectory.

Direct peers

• Park Hotel Group: Singapore-headquartered operator of design-conscious hotels (Park Hotel Clarke Quay, Park Hotel Alexandra, Destination by Hyatt partners) across Asia-Pacific. Comparable as a Singapore-based multi-property boutique/midscale operator with similar target segments.
• Ovolo Hotels: Design-led boutique hotel group with properties across Australia, Hong Kong, and Bali. Direct competitor on the design-driven, experiential boutique positioning, particularly in the Australian market where both brands operate.
• QT Hotels & Resorts: Australian design-led boutique hotel collection operated by EVT, with properties in Sydney, Melbourne, Gold Coast, and Queenstown. Closest design-language and lifestyle-market peer in Australia and New Zealand, especially for the Queenstown and Sydney properties.
• Far East Hospitality: Singapore-headquartered operator of boutique and lifestyle hotels (Oasia, Quincy, Village Hotel, AMOY) under Far East Organization. Most directly comparable as a Singapore-rooted boutique hotel group targeting design-conscious business and leisure travelers in the same regional footprint.
• Adina Apartment Hotels: Australasian apartment-style hotel operator with properties across Australia and New Zealand, including Auckland and Queenstown. Comparable in the multi-city Australia/New Zealand footprint and emphasis on apartment-style rooms with extended-stay appeal.
• Pan Pacific Hotels Group: Singapore-based hotel group operating premium and lifestyle properties across Asia-Pacific (Pan Pacific, PARKROYAL, Pan Pacific DISCOVERY). Comparable as a Singapore-rooted, design-aware multi-brand collection operating across Singapore, Australia, and New Zealand.
• Capella Hotels & Resorts: Luxury boutique hotel group with flagship Capella Singapore and properties across Asia. Comparable as a small, design-forward, experience-led boutique collection serving premium leisure and corporate clients in the same Singapore home market.

Regional players

• 25hours Hotels: Design-led boutique hotel brand by Ennismore primarily operating across European cities (Berlin, Hamburg, Paris, Copenhagen, Dubai). Comparable as a design-first boutique operator; the Dubai property gives it a direct regional overlap with Naumi Dubai.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xthreads.com/@naumihotels
• Facebookfacebook.com/NaumiHotels
• LinkedInlinkedin.com/company/naumi-hotels
• Instagraminstagram.com/naumihotels
• TikToktiktok.com/@naumihotels

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Naumi Hotels