The People Behind ASAP
Learn about the ASAP Core Team, based in the UK but fully global in scope and experience; the ASAP Advisory Board & Treasury Committee without whom we could not exist; and the various ASAP Working Groups, drawn from amongst the Membership to help the Association achieve its aims to represent and grow the sector.
The ASAP Core Team
James Foice is the Chief Executive Officer of ASAP, a position he has held since 2012. With over 39 years of experience in the hospitality and travel industries, James has been instrumental in promoting and enhancing standards within the serviced apartment sector.
His career began in the airline industry, where he held roles with prominent global brands, British Airways and Virgin Atlantic. He later joined VisitEngland, serving as a hotel inspector, which underscored the importance of customer service and quality standards in hospitality.
Under his leadership, ASAP has seen significant growth and has been a vocal advocate for the serviced apartment industry, engaging with policymakers and stakeholders to elevate the sector’s profile and standards.
Kim Ashmore is a respected Hospitality Industry Consultant and Membership Director at the Association of Serviced Apartment Providers (ASAP). With deep expertise in the serviced-accommodation sector, she works closely with operators, policy-makers, and partners to elevate standards and promote best practices across the industry.
In 2025, Kim was named one of the Top 100 Women in Trade Associations by the WiTA Powerlist—recognising her outstanding leadership, influence, and dedication to the sector.
Becky is ASAP's Communications Director, responsible for writing or overseeing everything broadcast by the Association.
She works with Members to ensure their news is broadcast to interested parties, contributes blogs, articles and press releases, manages the dynamic areas of the website and runs social media channels and online e-communications.
Since joining to run the ASAP Newshub in 2015, she's worked with Members, media, Suppliers and other stakeholders to manage all the communications activity around this dynamic sector.
She's currently reviewing existing comms strategy in line with ASAP's focus on policy, and the ASAP pillars of People, Planet, and Principles, which ultimately aim to make ASAP Members the first choice for anyone looking to book accommodation anywhere around the world.
Sarah started working with the Association in April 2017 to provide administrative support to the ASAP team and to help the Association continue to work towards achieving its objectives and goals for its members and the serviced apartment industry.
Sarah looks after the serious nuts and bolts of keeping everything going, and is the very embodiment of calm.
As a key member of the support team, Sarah assists with everything that goes on every day, from events to membership onboarding to CRM and all the complicated back office stuff. We'd be lost without her.
The ASAP Advisory Board
The Association is ably supported by elected representatives from the ASAP Provider Membership, who help make decisions, manage campaigns, run events and mentor new Members to the Association.
CEO, Kula
Commercial Director EMEA, Frasers Hospitality
CEO, The Residence Apartments
Co-Founder of YOSAA and Corporate Housing Factory
Managing Director, House of Fisher
Regional Account Manager, Long Stay and Projects, Switch Hospitality Management
Before joining aparthotel Birmingham, Laura enjoyed 15 years’ experience from the hotel sector after finding her love for the industry at the University of Leeds Met. She is a true people-person who likes to get involved, be heard (even in her Brummie accent) and work with others, as well as not being scared of hard work. These qualities and experience have really helped when transitioning to the serviced apartment sector, that is so welcoming and like no other.
She says: “I love this side of the hospitality industry, and I cannot believe, like a lot of people, this didn’t come up on my radar really until Covid. Now I personally love staying in apartments feeling home from home, which helps me understand the need of our clients at aparthotel Birmingham, whether that’s relocation, students, project related, corporate or even short-term leisure.
“ASAP have created a great community that I am proud to be part of. If I can help any new or existing members who aren’t sure how to embrace this membership, I will be happy. You get what you put into it, after all, and there is so much to it! From networking, informative annual conference, awards for recognising success, visibility, access to industry news, credibility, and more.”
Group Operations Manager UK, PREM Hospitality
Director of Operations, EMEA – Corporate Housing, Dwellworks
Founder & CEO, Cityus
CEO, City Apartments
Global Director of Key Accounts, Staycity Group
The ASAP Treasury Committee
The Association of Serviced Apartment Providers
CEO, Kula
Commercial Director EMEA,m Frasers Hospitality
Global Director of Key Accounts, Staycity Group
CEO, City Apartments
ASAP Working Groups
All ASAP Operator, Agent and Supplier Members are invited to join any of the ASAP Working and Focus Groups. Whether the group member has experience or expertise in policy, technology, sustainability or running conferences and events, there will be a place to welcome them, to help drive the Association’s work for the benefit of the whole ASAP Community.
Current ASAP Working Groups:
- ASAP Agent Member Group
- Conference Team
- Data Group
- Europe Focus Group
- Green Team
- ASAP Industry Supplier Member Group
- ASAP New Member Group
- Policy Team
- Procurement Group
- Technology Team
