Native
Native is a UK aparthotel and serviced apartment brand operating 7 aparthotels and 8+ apartments across London, Manchester, and Glasgow, serving business travellers, families, and extended-stay guests. Now part of NUMA Group's pan-European platform as "Native by Numa."
- Company typePrivate
- Founded2024
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Native does
Native is a UK aparthotel and serviced apartment brand operating 7 aparthotels across London (5), Manchester (1) and Glasgow (1), alongside 8+ standalone apartments in London. It targets business travellers, families, and extended-stay guests seeking apartment-style accommodation with hotel-grade services, competing in the upper-mid segment of the UK alternative-accommodation market.
The core product comprises multi-key aparthotels and individual apartments bookable through a proprietary direct-to-consumer platform, with digital check-in/check-out delivered via the NUMA app following the 2024 acquisition by German operator NUMA Group and rebrand to "Native by Numa." The business model is asset-light on distribution (DTC booking, no OTA dependency) and generates revenue from nightly stays, length-of-stay discounts, pet and family surcharges, and a curated partner ecosystem (Ruuby, VOLT Bikes, London Pet Club, Rebase Recovery, Laundry Heap, Anytime Fitness) that layers ancillary spend onto the core room night. The BeNative community loyalty programme supports direct repeat booking without requiring paid membership.
Post-acquisition, Native is positioned as the UK anchor within NUMA Group's pan-European platform of 10,000+ units across 42 cities, with stated expansion plans into Rome, Paris, Zurich, Nice, Naples, Dublin, Athens and Vienna. The leadership team is led by founder/CEO Guy Nixon and Finance Director Meera Depala. Headcount sits at 51–100 and financial revenue is not publicly disclosed.
Native firmographics
Firmographics- Name
- Native
- Legal name
- Native Places
- Website
- https://nativeplaces.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Native is a UK aparthotel and serviced apartment brand operating 7 aparthotels and 8+ apartments across London, Manchester, and Glasgow, serving business travellers, families, and extended-stay guests. Now part of NUMA Group's pan-European platform as "Native by Numa."
- Ownership category
- akta.pro rank
Native industry classification
Industry- Product category
- Serviced Apartments / Aparthotels
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)
- SIC
- Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Serviced Apartments & Aparthotels (THAGAEAB)
- akta.pro secondary industries
- Urban serviced apartments (city-centre) (THAMACAA), Executive Apartments (Corporate Housing) (THAGAEAD), Serviced Extended-Stay Apartments & Aparthotels (THAMAFAC)
Keywords
Where Native is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Native business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Aparthotel and Apartment Bookings: Nightly rental revenue from aparthotel rooms and serviced apartments across London, Manchester, and Glasgow locations. No minimum stay requirement for aparthotels; variable minimum stays for apartments.
- Food and Beverage: In-house dining at Counter Café Bar & Courtyard at King's Wardrobe location, serving breakfast, lunch, and evening bites. Also includes pantry provisions for guests.
- Ancillary Services: Additional revenue from pet fees (GBP25 per day per pet), parking, dry cleaning via Laundry Heap, and partner services like Ruuby spa treatments and Rebase wellness membership.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Aparthotel rooms - Double Rooms |
| Unit Pricing | Pay-as-you-go | Aparthotel rooms - Studios |
| Unit Pricing | Pay-as-you-go | Aparthotel rooms - One and Two Bedroom |
| Unit Pricing | Pay-as-you-go | Pet Fee |
| Freemium | Pay-as-you-go | BeNative Membership |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Native product offering
Product offeringCore offering
Native operates aparthotels and serviced apartments that combine the space, privacy, and convenience of apartment living with the services of boutique hotels, located in prime urban areas across London, Manchester, and Glasgow. The accommodations feature design-led interiors, on-site dining, pet-friendly options, and digital self-service technology, targeting leisure travelers, families, business travelers, and extended-stay guests.
Product overview
Native is a curated collection of lifestyle hotel rooms and aparthotels, operated by NUMA Group, offering accommodations across London, Manchester, and Glasgow in the UK. The portfolio consists of two core product lines: Aparthotels (ideal for short stays including one-nighters, weekenders, and staycayers) and Apartments (designed for longer relocations and extended stays). Aparthotels feature fully equipped kitchens, living spaces, hotel-style services including housekeeping and free Wi-Fi, with locations including King's Wardrobe St Paul's, Bankside, Hyde Park, Mayfair, Fulham Broadway, Manchester, and Glasgow. The brand differentiates through community-focused amenities including the BeNative loyalty program offering 15% discounts and monthly events, on-site dining at Counter Café Bar, and partnerships with services like Ruuby (spa treatments), VOLT Bikes, and London Pet Club. Properties range from boutique rooms (11 sqm) to multi-bedroom apartments (up to 114 sqm), with facilities including fitness suites, co-working spaces, and parking. Bookings are managed via the Numa app and booking platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Native Aparthotels Aparthotel accommodations in London, Manchester, and Glasgow featuring design-led interiors, kitchen and laundry facilities, and hotel-style services, targeting leisure travelers, families, business travelers, and extended-stay guests.
- Native Apartments Apartment-style accommodations offering self-contained residential stays with kitchen and living facilities, serving guests seeking home-like privacy with hotel-level reliability.
- Pet-Friendly Stays Pet-friendly accommodation offerings designed for guests traveling with pets, with properties and amenities supporting animal companions.
- Family Stays Family-oriented accommodation packages featuring apartment-style space, kitchen facilities, and family-friendly amenities for families visiting UK urban destinations.
- Corporate Stays (BeNative for Business) Corporate accommodation program (BeNative for Business) providing extended-stay and project-based apartment-style lodging for business travelers and corporate clients.
- Counter Café Bar & Courtyard On-site café, bar, and courtyard dining venue at Native aparthotels, serving guests and local visitors with food, beverages, and a social atmosphere.
- Party Plan Group event and celebration package offering accommodation and event coordination for parties and group gatherings at Native properties.
- BeNative Loyalty Program Free loyalty and community program providing members with property-specific recommendations, perks, and engagement opportunities around Native aparthotels.
- Numa App Mobile application enabling digital check-in, check-out, and digital key access for guests staying at Native by Numa aparthotels, supporting self-service stays.
Quantifiable outcome
- Named Best Aparthotel in London by The Telegraph
- +2 more outcomes
Companies that use Native
Customer profileSegments5 records
Ideal customer profiles2 records
Native technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Native partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- RuubyminorNative has partnered with Ruuby, the leading beauty concierge app, to bring 5-star spa and beauty treatments directly to guests. Services include deep-tissue massages, glow-boosting facials, and manicures delivered in guest rooms. Available at Native Aparthotels in London and Manchester.
- VOLT BikesminorPartnership with British electric bike brand VOLT to offer pedal-assist Kensington e-bikes for guests to explore London neighborhoods. Bikes are built for comfort and available at Native Bankside and King's Wardrobe locations.
- London Pet ClubminorPartnership with London Pet Club to provide pet care services for guests' four-legged friends. Services include walks through local parks and in-room sitting while guests explore the city or attend meetings.
- Rebase RecoveryminorExclusive wellness partnership offering Rebase membership to guests at The Marlo. Includes access to Rebase 3-Class Intro Offer for guests booking seven nights or more, featuring recovery and wellness services.
- Laundry HeapminorDry cleaning and laundry services available through the Laundry Heap app at all Native locations, providing convenient laundry services for extended-stay guests.
- NUMA GroupcoreNUMA Group is the parent company of Native Places. In October 2024, NUMA Group launched a multi-brand strategy, renaming its 2024 acquisition Native Places as 'Native by Numa' as its premium aparthotel brand. NUMA operates 10,000 apartment units across 42 cities in 15 countries with strategic expansion targets for major European cities.
- Anytime FitnessminorFitness partnership providing guests at King's Wardrobe access to Anytime Fitness gym facilities on Pilgrim Street for workouts, spins, and training sessions.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Native competitors and assessment
Company assessmentBroad incumbents
- Airbnb: Airbnb is the dominant alternative-accommodation platform and a key indirect competitor for short and extended stays in central London and other Native locations. It shapes consumer price expectations and discovery behaviour even where Native uses direct distribution.
- Residence Inn by Marriott: Residence Inn is Marriott's global extended-stay hotel brand with kitchen-equipped studios in London and other major cities. It competes with Native for the same business and family extended-stay demand, but at broader scale under a global hotel flag.
Direct peers
- Citadines Apart'hotel: Citadines (The Ascott Limited) operates a broad European aparthotel portfolio including London properties. It competes head-to-head with Native on extended-stay and short-stay serviced apartment demand from business and leisure travellers.
- SACO: SACO (now part of edyn alongside Locke) provides serviced apartments across UK cities. It is a long-standing competitor to Native in the corporate housing and extended-stay segment.
- Staycity: Staycity operates aparthotels (Wilde, Staycity) across the UK, Ireland, and continental Europe. It is the closest direct competitor to Native, offering similarly positioned short and extended-stay serviced apartments in major city-centre locations.
- Cheval Residences: Cheval operates luxury serviced apartments across prime London locations (Knightsbridge, Hyde Park, Westminster). It competes with Native's Mayfair and Hyde Park properties for premium extended-stay and family demand.
- Room2: Room2 is a UK-based 'hometel' brand operating design-led aparthotels in Southampton, London, and other cities. It pursues a similar boutique, design-forward, kitchen-equipped positioning to Native.
- Adagio: Adagio is a European aparthotel brand formed as a joint venture between Accor and Pierre & Vacances. It operates numerous city-centre properties across the UK and Europe, directly overlapping Native's positioning and target customers.
- Locke (edyn): Locke, operated by edyn (formerly SACO), runs design-led aparthotels in London, Manchester, Dublin, and other UK cities. It targets the same premium design-conscious, apartment-plus-hotel-service niche as Native.
Regional players
- Quest Apartment Hotels: Quest is a leading aparthotel brand in Australia and New Zealand with a small UK presence. While primarily APAC-focused, its apartment-style extended-stay model is closely comparable to Native's positioning and operating model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Native social profiles
Digital presenceNative financial estimates
Financial estimateRevenue estimate
Valuation estimate
Native leadership team
Management profileNumber of profiles
Profiles2 records
Native funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Native M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Native
What does Native do?
Native operates aparthotels and serviced apartments that combine the space, privacy, and convenience of apartment living with the services of boutique hotels, located in prime urban areas across London, Manchester, and Glasgow. The accommodations feature design-led interiors, on-site dining, pet-friendly options, and digital self-service technology, targeting leisure travelers, families, business travelers, and extended-stay guests.
Is Native a public or private company?
Native is a private company. It is classified as corporate owned and is currently operating.
When was Native founded?
Native was founded in 2024. It employs 51 to 100 people.
Where is Native based?
Native is headquartered in London, United Kingdom, in the Europe region.
How does Native make money?
Three revenue lines are on record. Aparthotel and Apartment Bookings are the primary driver. The others are food and Beverage and ancillary Services.
Who are Native's main competitors?
Broad incumbents on record are Airbnb and Residence Inn by Marriott. Direct peers are Citadines Apart'hotel, SACO, Staycity, Cheval Residences, Room2, Adagio and Locke (edyn). Quest Apartment Hotels is listed as a regional player.
Does Native have an API?
No public API is recorded for Native.
What industry is Native in?
Native's product category is Serviced Apartments / Aparthotels. Its primary akta.pro industry code is THAGAEAB, Serviced Apartments & Aparthotels, with a secondary code of THAMACAA, Urban serviced apartments (city-centre). Its NAICS code is 72111 and its SIC code is 7011.