Native

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.

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

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

• Serviced apartments
• Aparthotel accommodations
• Extended stay hotels
• Boutique aparthotels
• Lifestyle accommodations

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core 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

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• RuubyminorGTM or Marketing PartnerNative 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 BikesminorGTM or Marketing PartnerPartnership 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 ClubminorGTM or Marketing PartnerPartnership 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 RecoveryminorGTM or Marketing PartnerExclusive 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 HeapminorOthersDry cleaning and laundry services available through the Laundry Heap app at all Native locations, providing convenient laundry services for extended-stay guests.
• NUMA GroupcoreStrategic or Co-development PartnerNUMA 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 FitnessminorOthersFitness 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

Broad 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

• Facebookfacebook.com/nativeplacesuk
• Instagraminstagram.com/nativeplacesuk
• Xx.com/gonativeltd
• LinkedInlinkedin.com/company/nativeplacesuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Native