James is the Chief Executive of the Association of Serviced Apartment Providers (ASAP); the trade body for the serviced apartment industry.
James has over 34 years’ experience in the hospitality and travel sector and spent the first 14 of these in the airline industry enjoying employments with blue chip global brands including British Airways, Virgin Atlantic and latterly with VisitEngland.
James offers unparalleled insight into the serviced apartment and extended stay industry and works tirelessly with members and partners to strengthen the reputation and standards across the entire industry.
Karen joined ASAP in 2014, dedicated and passionate about her role in ASAP and helping the association to achieve its ambitious objectives both for Members and the industry as a whole.
Karen’s role within ASAP and also ISAAP, the Quality Accreditation programme for the serviced apartment sector, covers an extensive range of operations and systems management, digital marketing as well as key account managing the ASAP Business Partners and holding a financial controller position for the Association.
With an Honours degree in Hotel Management, additional qualifications in Marketing and Finance, she has vast hospitality management experience in restaurants, hotels and events and prior to joining ASAP had been engaged as a freelance consultant within asset finance, as well as operational and event management roles.
Karen manages the delivery of the extensive ASAP Events Programme throughout the year including the networking events, the annual ASAP Convention and the Gala Dinner and is also responsible for the management of the ASAP Awards and sponsorship Programmes.
To discuss Partnerships, Sponsorships or Events please contact Karen at
T: 01452 730452
Sarah started working with the Association in April 2017 to provide administration support to the ASAP team and to help the association continue to work towards achieving it’s objectives and goals for its members and the serviced apartment industry.
As a key member of the support team Sarah will be assisting with the ASAP Convention and the Awards Programme for 2018.
Previously Sarah worked in the Insurance Industry for 20 years and joined ASAP following a career break to raise a family.
Sarah is the key contact for operators and agents wanting to join the association to discuss membership please contact Sarah at
Kim joined ASAP as a consultant in 2016. Her career in the serviced apartment industry saw her enjoy roles with ASAP members, The Apartment Service, Cheval Residences and Native. She has a passion for the development of people within the industry and for delivering results. As a long-time supporter of the work ASAP do to strengthen the reputation of and standards within the industry, Kim strongly believes that ASAP and the Quality Accreditation process is key to the industry’s future. She continues to promote this in her current role.