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 of ASAP, proudly driving standards and progression within the serviced apartment industry.
Despite his youthful appearance, James has over 34 years’ experience in hospitality and travel, and spent the first 14 of these in the airline industry, enjoying roles with blue chip global brands including British Airways, Virgin Atlantic and latterly VisitEngland.
As part of this he was a hotel inspector which led to some interesting experiences, and made him realise that standards of customer service are vital - and that not everyone needs a trouser press.
Recently shortlisted for a major Industry Contribution Award, James offers unparalleled insight into the serviced apartment and extended stay sector, and works tirelessly with members and partners to strengthen the reputation and standards across the entire industry.
Before joining ASAP in 2016 Kim worked in several roles within the serviced accommodation industry.
For her it's all about the people - networking, learning, teamworking, leading, encouraging, supporting, celebrating, achieving. In her own words: ‘life is just better when you surround yourself with great people, and our team and the whole hospitality industry are full of talented people doing amazing things with great flair, creativity, enthusiasm, honesty, respect and integrity - I'm proud to be part of it!’
If you’re one of those people and you want to join our Community as a Member, Agent, Collaborative Partner or Sponsor or you want ASAP representation at your event – Kim’s your contact.
Becky is ASAP's Communications Manager, responsible for all the 'wordy' stuff.
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.
Managing Director, Staycity Group
Group Director of Distribution & Partner Network, edyn
CEO, The Residence Apartments
Co-owner Corporate Housing Factory B.V.
Managing Director, House of Fisher
Regional General Manager, Supercity
Regional Director of Sales, Switch Hospitality Management
Group Operations Manager UK, PREM Hospitality
Director of Operations, EMEA – Corporate Housing, Dwellworks
The ASAP Treasury Committee
The Association of Serviced Apartment Providers
Managing Director, Staycity Group
Group Director of Distribution & Partner Network, edyn
CEO, The Residence Apartments
ASAP Working Groups
ASAP Policy Group
Working with policymakers globally, so that the sector is well represented, understood and given the best chance of success when decisions are being made at country and regional level.
ASAP Europe Focus Group
At the request of many of our European Members, ASAP brought together a group of representatives from across the continent to share knowledge, best practices and insights, and drive awareness for the serviced apartment product in Europe with travel buyers, investors and authorities.
ASAP Green Team
The role of the ASAP Green Team is to provide a resource available to all ASAP Members, giving general guidance and advice on the process to operating sustainably, helping the ASAP Community collaborate by sharing best practice, contacts and useful resources.
ASAP Events Team
Volunteers from across the ASAP Community who have, together with the ASAP Core Team, organised from scratch a successful Annual Awards Ceremony in June 2023 and 2024, and the Annual Conference in November, meeting weekly and employing their own expertise to bring about exciting, informative events that bring the sector together.
ASAP People Focus Group
This new Focus Group provides a space for ASAP Members involved in HR, staffing, training and general team management to come together on behalf of other members to share best practice, ideas and solutions to the eternal war for talent.
ASAP Agent Working Group
The Group provides a space for ASAP Agent Members to come together within commercial confidentiality, to create a single voice in the industry on behalf of operators’ and buyers’ needs. The aim is to combat shared challenges such as legislation, taxes, inflation, energy, ESG and other barriers for business.
ASAP New Member Group
This group is designed as a dedicated space for new ASAP Operator and Agent members to connect, exchange ideas, find answers to their questions on membership and collaborate on initiatives. Whatever you’re looking to do within the ASAP Community, this group is your launchpad!
