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.
CEO, The Residence Apartments
Managing Director, Staycity Group
Co-owner Corporate Housing Factory B.V.
Director, Madison Hill
Director of Supply Chain & Network Sales, TheSqua.re
Managing Director, House of Fisher
Director, Destiny Scotland
Managing Director, Situ (non-voting representative for Agent Members)
Regional General Manager, Supercity
Group Director of Distribution & Partner Network, edyn
The ASAP Treasury Committee
The Association of Serviced Apartment Providers
CEO, The Residence Apartments
ASAP Working Groups
ASAP Policy Group
Working with policymakers 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. For instance, recent government consultations on possible registration schemes and a new planning use case brought the group together, to help clarify the situation and lead the sector through the possible impact.
ASAP Policy Team members include Dominic Sherry, CEO at Flying Butler Apartments Ltd; Alex Gonzalez, Director of Sales UK at Frasers Hospitality; Doug Greenwood, Director of Sales and Marketing at Cheval Residences Serviced Apartments; Phil Stapleton, CEO & Co-Founder, Situ; Richard Maurin, CEO, Charles Hope Apartments; Ryan Bonner, Regional General Manager, Supercity Aparthotels Ltd; Sally Brading, Destiny Scotland Apartments; Steve Lowy, ASAP Chair.
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.
Having held its first meetings in 2024, the intention is to reach out to all European members initially, and discover synergies across different countries and regions the group can learn from.
The focus group, led by Jouke Baaima, Corporate Housing Factory, has representatives from the Netherlands, Belgium, Germany, Austria, Switzerland and Spain: Anett Gregorius, Apartmentservice; Angela Eisenblatter, The Apartment Network; Nayton Craig, Corporate Housing Factory; Wesley Moria edyn; Bella Nokes, At Home Switzerland; Robert Lorenz, Apartmentservice; Jens Dünnebacke, eden; Katharina Kunze, SV Hotel; and Manuel Vidal-Quadras, Catarina House.
ASAP Green Team
David Wright, Business Development Manager at Accredited ASAP Member Mansley Serviced Apartments, has brought together an expert panel of professionals, all with experience in the journey towards sustainability and ESG.
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.
Members of the ASAP Green Team include Amanda Bronkhorst, Just One Tree; Andrew Thomson, Be London Apartments; Charlotte Winter of Synergy Global Housing; Kaylie Charland of Lamington Group; Pete Richardson, edyn; Sam McMillen, TAN – The Apartment Network Limited; Simon Catterick and Stephen Richardson of mission : net zero.
More about the ASAP Green Team >>
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 the Annual Conference in November.
Already work has started on the next Awards in June 2024, and the Conference date has been pencilled for November 28th.
Every member of the group commits to weekly meetings, site visits and employing their own expertise to bring about exciting, informative events that bring the sector together.
Members of the ASAP Events Team currently include Jake Seage, of SITU, Trine Oestergaard Stafford from House of Fisher, Michelle Wray from GDS Hospitality Partners and LauraJane Igoe, of Synergy Corporate Housing. We are currently recruiting for more volunteers.
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.
All new joining ASAP Agent Members are invited to put someone forward to join the group, to have maximum collaboration and influence. The Agent representative on the ASAP Advisory Board does not have voting rights, but is invited to participate in all Board meetings and decisions.
Members of the group include Rebecca Gonzaga of SITU, Danni Prior of Altovita, Gavin Pereira from Check-In London, Josh Danan of Student Luxe, Andrew Scott from Dwellworks and Karen Mills of Synergy Corporate Housing.
