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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

Introducing the core HQ Team who manage the Association day-to-day. Please feel free to contact any one of the team with any queries or with your news.

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.

Keith Freeman

Chair

Managing Director, Staycity Group

Darryl Walker

Deputy Chair

Group Director of Distribution & Partner Network, edyn

Steve Lowy

Retiring Chair

CEO, The Residence Apartments

Jouke Baaima

Co-owner Corporate Housing Factory B.V.

Trine Oestergaard Stafford

Managing Director, House of Fisher

Ryan Bonner

Regional General Manager, Supercity

Laura Moore

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.”

Michelle Jackson

Group Operations Manager UK, PREM Hospitality

Jake Bone

Director of Operations, EMEA – Corporate Housing, Dwellworks

The ASAP Treasury Committee

James Foice, CEO

The Association of Serviced Apartment Providers

Keith Freeman

Chair

Managing Director, Staycity Group

Darryl Walker

Deputy Chair

Group Director of Distribution & Partner Network, edyn

Steve Lowy

Retiring Chair

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.

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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.

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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.

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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.

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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.

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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.

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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!

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Want to learn about our ASAP Initiatives? Click one of the buttons below to find out more about what we do.