European hospitality property specialist Numa Group is expanding into the UK with the acquisition of a Central London asset in partnership with New World Hospitality.

The Berlin-based alternative accommodation operator said the partnership has acquired Bedford Corner Hotel at 11-13 Bailey Street in Bloomsbury, a Georgian style building which will be upgraded and rebranded as NUMA Bloom, providing the firm’s first 86 units in the UK capital.

The UK launch gives Numa a presence in 15 European countries and 33 European cities with more than 5,850 units, the company said.

Philipp Rohweder, director of real estate at Numa Group, said: “We are thrilled to announce our expansion into the UK and our first property in London. As Europe’s most popular tourist destination and with a population of almost 9m, this cosmopolitan city could not be a better fit for the Numa success model.

“With the launch in London Bloomsbury, we have taken another decisive step towards being present in all European metropolises.”

Dimitri Chandogin, president of Numa Group, said: “As Europe’s leading provider of high-quality digital accommodation, we are delighted to be entering the UK market and are well prepared to further expand our portfolio in London and the UK. In the long term, we plan to be present in all major UK cities.

“We are actively looking for suitable properties in prime locations such as Brighton, Manchester, Bristol, Belfast, Edinburgh and Glasgow. Not only are we creating a new generation of accommodation for the modern traveller, but we are innovating the entire industry in the UK.”

Knight Frank’s hotel brokerage team advised on the transaction.

Henry Jackson, the head of hotel brokerage at Knight Frank, said: “We are delighted to have acted for Philipp and the Numa team on their first hotel in London. NUMA provides landlords with an established and credible operator and we are looking forward to see the further rollout of hotels across the UK.”

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