A historic London convent has been transformed into a stylish new Fitzrovia hotel in the heart of the neighbourhood.
Native by Numa Fitzrovia, located on Margaret Street, features 29 design-led rooms and apartments within a renovated former convent, blending heritage architecture with modern comfort.
Rooms start from £179 per night, with the property opening in October 2026.
Heritage meets modern
The launch further expands Numa Group’s London portfolio, bringing a new option for travellers seeking an authentic London experience.
Philip Lassman, Managing Director UK & Ireland at Numa Group, said: “Native by Numa Fitzrovia is a wonderful example of how we bring together the character of historic buildings with the flexibility and convenience today’s travellers are looking for.”
“Fitzrovia has always had a creative and independent spirit, and we wanted to create a property that feels connected to that.”
“The careful restoration of the former convent, alongside the thoughtful design approach, has created something truly unique within our London portfolio.”
What guests get
Each room combines modern amenities with distinctive design features, offering fully equipped kitchens or kitchenettes, comfortable living spaces, high-speed Wi-Fi and dedicated work areas.
The property is aimed at travellers seeking an authentic London experience, whether for a short city break, business trip or extended stay.
The apart-hotel model — combining hotel service with apartment-style space — has grown in popularity as travellers seek more flexibility than a traditional hotel room offers.
Fitzrovia’s appeal
Fitzrovia, tucked between Oxford Street and Euston, has long been one of central London’s most characterful neighbourhoods.
Once known for its writers, artists and radicals — from Virginia Woolf to George Orwell — it retains a creative, independent spirit despite its central location.
The area is packed with independent restaurants, pubs and galleries, and sits within walking distance of the West End, Soho and Bloomsbury.
For visitors, it’s an ideal base: central enough to reach everything, but with more character than the tourist-heavy streets around Oxford Circus.
Convents to hotels
The conversion of a former convent into a hotel is part of a wider trend in London, where historic religious buildings are being repurposed as hospitality venues.
These buildings often come with beautiful architecture — high ceilings, original features, peaceful courtyards — that lends itself well to boutique hotel design.
The challenge is balancing heritage preservation with modern comfort. Done well, as Numa promises here, the result is something you can’t replicate in a new-build.
There’s also a practical dimension. Central London has limited space for new hotel development. Converting existing historic buildings is often the only way to add rooms in the most desirable locations.
London’s hotel boom
The opening comes as London’s hotel sector continues to recover and grow. The capital remains one of the world’s most visited cities, with demand for accommodation spanning budget to luxury.
The apart-hotel segment has been particularly strong, appealing to business travellers on extended stays and leisure visitors who want more space than a standard hotel room.
At £179 per night starting rate, Native by Numa Fitzrovia positions itself in the upper-mid range — not cheap, but competitive for central London.
For Fitzrovia, the new hotel adds to the area’s evolving hospitality scene. The neighbourhood has seen significant investment in recent years, with new restaurants, bars and hotels opening alongside its long-standing independents.
The conversion also represents a vote of confidence in central London’s tourism recovery. Opening a 29-room property in a converted historic building is not a small investment — it signals belief that demand will be there.
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