Numa Group has opened the new season with a series of announcements spanning its governance, its portfolio and its operating model. Within a single week, the Berlin-headquartered digital hospitality operator appointed a new Chief Revenue Officer, completed the takeover of a London property in record time, and confirmed the opening of a new address in Fitzrovia.
Commercial reinforcement to support growth
Numa Group announced on 2 September 2026 the arrival of Kirill Priyatel as Chief Revenue Officer (CRO). He succeeds Nicholas Abrahams and will report directly to Christian Gaiser, the group’s Chief Executive Officer.
Kirill Priyatel brings more than a decade of commercial leadership experience from fast-growing, data-driven D2C businesses. He was most recently Chief Revenue Officer at Deezer, the listed music streaming platform, where he led the revenue organisation covering digital marketing, analytics, pricing and customer service. He previously served as Chief Commercial Officer at Spark Networks.
Based in Berlin, the group’s headquarters, Kirill Priyatel will be responsible for strengthening demand generation as well as Numa’s positioning on pricing and distribution, within an AI-driven technology approach.
Priyatel said Numa’s growth trajectory was genuinely exciting and had been a major part of what drew him to the company, adding that, being data-driven by nature, he found in Numa exactly the kind of environment he thrives in — a data-rich business driven by the will to put that data to work in every decision.
Christian Gaiser, for his part, explained the appointment by pointing to the growing centrality of these issues to the group’s strategy, stating that as Numa enters its next growth phase, pricing, distribution and data are becoming even more central to how it differentiates itself, and that Priyatel’s background in precisely these areas made him the obvious choice to lead the commercial organisation.
Chelsea Green: an operational takeover completed in five days
Numa Group has taken over the operation of a 57-room property at 35 Ixworth Place, in London’s Chelsea district, under a hotel management agreement. The property now operates under the Numa London Chelsea Green banner, just five days after the operational handover.
The group has set itself a maximum target of fourteen days between the transfer of an asset and its effective launch for its takeover operations. At Chelsea Green, that window was cut to five days, covering the migration of distribution, pricing and inventory, guest operations, property systems, compliance and financial processes onto Numa’s operating platform.
Dimitri Chandogin, co-founder and Chairman of Numa Group, said that an operator transition was above all a matter of execution, and that once an asset changes hands, owners need certainty that the new operator can take on full responsibility quickly, preserve the guest experience and keep any revenue loss to an absolute minimum. He added that at Chelsea Green, Numa was fully operational under its own brand within five days, and that this level of speed, reliability and operational certainty is exactly what the platform was built to deliver to real estate partners across Europe.
Numa Group brings together hotel operations, brand, distribution, revenue management and proprietary technology within a single integrated platform. This architecture allows it to bring existing hotel assets online through a standardised operating framework, rather than treating each takeover as a standalone integration project.
Chelsea Green strengthens Numa’s London portfolio as well as its footprint across Europe. In the UK, the group operates under both its flagship Numa brand and Native by Numa, its upscale lifestyle brand.
Native by Numa Fitzrovia: a heritage conversion in the heart of London
Numa Group has also confirmed the October 2026 opening of Native by Numa Fitzrovia. The property will offer 29 design-led rooms in one of central London’s most sought-after neighbourhoods, within easy reach of Soho, Oxford Street, Regent Street and Bloomsbury.
The property occupies a former convent on Margaret Street, converted to offer a stay combining heritage character with contemporary comfort. The opening strengthens Numa Group’s London portfolio, reflecting sustained demand for flexible accommodation that blends apartment-style living with the convenience of a hotel.
The offering includes several room types fitted with kitchenettes, including double rooms, compact studios and one- and two-bedroom apartments. Each unit pairs modern amenities, high-speed Wi-Fi and combined living and working spaces with fully equipped kitchens or kitchenettes.
The interior design showcases the building’s heritage alongside Fitzrovia’s creative spirit, combining bold forms, rich tones and layered materials. Retro-inspired furniture sits alongside gold-finished bathrooms, while original architectural features have been carefully preserved, including the arched sash windows that bring natural light into the loft-style spaces.
As with all Native by Numa properties, the hotel will run on the group’s fully digital operating model: self check-in, contactless access, flexible arrival and departure times, and digital guest services from booking through to departure.
A sequence that illustrates the group’s growth strategy
Taken individually, these three announcements sit in different categories: governance, an operational takeover and an opening. Taken together, however, they point to a single underlying logic — that of an operator seeking to demonstrate rapid execution on asset takeovers, while strengthening its commercial leadership at a time when, according to its own executives, pricing and distribution are becoming more decisive levers of differentiation.
For owners and investors considering handing an asset to a new operator, the time between transfer and go-live remains one of the most concrete tests of a partner’s reliability. By setting a fourteen-day target and executing in five days at Chelsea Green, Numa Group is positioning this as a differentiating argument for its offer to property companies and asset managers active in the UK market.
At a glance by The Hospitality Tribune
Numa Group multiplies strategic moves in London as it enters its next growth phase
Kirill Priyatel appointed Chief Revenue Officer, succeeding Nicholas Abrahams, reporting to CEO Christian Gaiser
Priyatel joins from Deezer (CRO); previously Chief Commercial Officer at Spark Networks
Numa relaunches the 57-key Chelsea Green property in London under a hotel management agreement, five days after operational handover
Numa targets a maximum 14-day handover-to-go-live window for operator takeovers across Europe
Native by Numa Fitzrovia to open October 2026: 29 design-led rooms in a converted former convent on Margaret Street
Opening strengthens Numa’s growing London portfolio alongside its flagship Numa brand
