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

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.

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.

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 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 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
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!