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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

Chief Executive Officer, Staykula 

Darryl Walker

Deputy Chair

Group Director of Distribution & Partner Network, edyn

Steve Lowy

Retiring Chair

CEO, The Residence Apartments

Jouke Baaima

Co-Founder of YOSAA and Corporate Housing Factory

Trine Oestergaard Stafford

Managing Director, House of Fisher

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

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