During the challenging times that the Serviced Accommodation sector has faced due to COVID, the Association of Serviced Apartment Providers continues to deliver a member support and engagement initiative via industry support webinars and Industry Leader Live sessions.

We are pleased to provide the recordings from these sessions:




Join ASAP CEO James Foice as he speaks with Yolanda Blomjous, Country Manager Benelux at SITU. The session welcomes Yolanda as she discusses the new role at SITU, the changes SITU have made to deal with the pandemic challenges as well as what standards are being implemented from suppliers in response to COVID-19. She also discusses whether serviced apartments are the answer to pandemic business travel, whether the sales cycle still exists during COVID-19 and also whether there’s any grass roots appearing. “SITU as a long standing ASAP member have ensured that we’ve worked with our suppliers to ensure that they’re implementing the 9 step Stay with Confidence scheme, highlighting hygiene and cleaning standards and we’re proud to work to this standard and with the way we work with the suppliers.”


Join ASAP CEO James Foice as he interviews Julie Grieve, CEO & Founder of Criton. The session discusses the impact of 2020 on the serviced apartment sector, the changes that Julie has witnessed with the work they have done to adapt to the new normal. Julie also discusses the variances that she sees between hoteliers and serviced apartment operators both generally and in terms of technology adoption, at what the future holds for our industry and what recommendations she has for operators deciding to adopt mobile technology and what they should be aware of and consider when making decisions for tech. “Companies should be really clear on what they want their guest journey including digital to be, as understanding what part it will play in the business will make it easier to build. Serviced Apartments have huge opportunities to ensure they engage with their guest and encourage them to book direct, to drive return bookings, brand loyalty, to use it as a comms tool to drive efficiency and understand what guests are doing – data to help you to understand your guests.”

Join ASAP CEO James Foice and Nick Hawkins, Commercial Director of Global Secure Accreditation on this latest Industry Leaders Live. Following the recent announcement of the collaboration between ASAP and GSA, this session talks about the new partnership, and how we are stronger together to provide a solution for corporates accommodation requirements around assured safety and security. The session also talks about the new ISO Travel Risk Management, what it will mean for the corporate traveler but also how ASAP and GSA can collaborate and work together to satisfy these requirements within the accommodation space. Nick also shares what he is hearing from clients about the future landscape of travel, what risks they need to mitigate and also how serviced apartments can best be ready to satisfy these demands. ” The challenges for travel managers will grow by the day & with the new ISO travel risk management standard coming out, COVID 19 has had a huge impact & its raised from a traveller perspective that we need to take more care from the moment they leave until they come back especially as most of the time that they spend in accommodation. The new standard will put the onus on the corporates to look more in-depth at where they’re sending their people to, particularly from an accommodation perspective and more onus from the corporate on the provider and TMC’s to deliver this additional layer of safety and security. Both of us together can assist the likes of these organisations and associations to deliver improved quality of service and a go-to organisation around safety and security that’s credible, respected, and international because TMC’s have a big job to deal with and the ability to work with ASAP/GSA to deliver this will meet with one of their requirements in the new ISO standard.” Nick Hawkins, GSA


ASAP CEO James Foice is joined by Dr Hilary Cooke FIH, founding partner of Merlin Consultancy. Hilary an award-winning executive coach, leadership trainer and facilitator with a special passion for the tourism, hospitality and leisure sector will share her thoughts on the impact COVID-19 is having on our sector and us as individuals and what key ways people can cope with this impact. She will highlight leadership responsibility and skills which have never been more important and what are the key considerations for leaders at the time, the demands on them to be more “everything” and more emotionally available. Hilary also shares the news of her new book, Picking up the Pieces and her support of Invisible Chips with ASAP Charity Hospitality Action. “There’s a huge need for a sense of purpose at the moment because we can’t control and the future is uncertain just getting up and coming to work and doing stuff is not enough and we need some sort of purpose. The leaders’ job is to create an idea of where people are heading and why it’s important and to check in on how people are feeling – there’s a huge demand right now for leaders and managers to be more emotionally available.” Dr Hilary Cooke


Join ASAP CEO James Foice as he interviews Nico Nicholas, CEO & Founder of Trees4Travel. The session discusses how Trees4Travel came about and what led to the company being formed, and how it is different to other Carbon Offset Programmes. Nico highlights what the Serviced Accommodation sector can do to help and how people can get involved. “We felt that for people to engage with CO2 offsetting or carbon crediting, we needed to create something tangible – something they could understand, see – even touch – a real connection. It also turns out that right now the most powerful & best carbon technology we have is indeed planting trees! People could now travel mindfully & respectfully – they would have a connection to their trees & remain engaged with their trees” Nico Nicholas


Join ASAP CEO James Foice as he interviews Tom Smyth, Managing Director of Dream Apartments as they discuss the positive outlook for the sector and how mindset is incredibly important in a positive approach. Tom shares his approach to family and business life, the challenges of business travel, and what he believes the future holds along with the opportunities that may present itself to the serviced accommodation sector. “I think some people can get caught up in COVID and that we’re going into the winter season… there’s still huge vast amounts of business, it’s about tapping into resources, into other lines of business, and making your apartments and business busy. It’s about keeping that mindset and positivity with your team and leading everybody forward. We need to become leaders in our own industry and I’m so thankful to be a member of ASAP. It’s important that those who use serviced accommodation that they should be selecting accommodation that’s been ISAAP Accredited so that they know they are getting proper safety. Quality will now defeat what does exist out there and companies like that will fizzle away too.” Tom Smyth

Join James Foice, ASAP CEO as he interviews Dominic Sherry, CEO of Flying Butler Apartments. The session discusses Dominic’s background and his recent appointment at Flying Butler and what they’re doing as a company to weather this storm and exiting the challenges. Dominic shares opportunities for the sector, thoughts on the nearer and longer-term use for accommodation, and the mobility/travel industry in general, and thoughts on the future for the hospitality sector. “Thought adversity there is always opportunity….. The Industry will be a little different from a customer lens, security and safety will be paramount in the near future…people want to travel, want to meet people and get back to business and the pent up demand is real, it’s just going to be when, but the landscape will be different.” Dominic Sherry CEO, Flying Butler.


Join ASAP CEO James Foice as he interviews Catherine Logan Regional Vice President – EMEA at The Global Business Travel Association. The session discusses GBTA and their priorities over the next few months, how the past 6 months have fared and also about the collaboration between ASAP and the GBTA and our shared values. Catherine also shares new initiatives within the GBTA and the plans for the future as well as the importance of building corporate and traveller confidence. The session also raises the key importance for Trade Associations working on behalf of their members in building the confidence. “Everybody knows corporate and traveller confidence will be key for the future and a recent poll indicated that domestic travel would return in 3 months with international travel in 6-8 months but the biggest thing which is going to impact the return to business travel is an effective vaccine”

Join ASAP CEO James Foice as Doug Greenwood Director of Sales & Marketing at Cheval Collection and the outgoing ASAP Chair officially hands over to Evelyn Haran our new incoming, and the first female Chair of ASAP. Doug discusses the happenings at ASAP during his time as chair, highlighting the launch of the Global Alliance, bringing together like minded associations from around the globe, his thoughts on the ASAP Conventions – the key industry events for our sectors and the development of ISAAP with the key importance of accreditation. Evelyn shares her thoughts on becoming ASAP Chair at a difficult time for the sector, the importance of membership and the Association and the importance of the accreditation for promoting the industry in new markets with a focus on extended stay. As an Association we’re all in it together as we move forward out of these challenging times and we’re all totally committed to getting this to the next place that we need to & the difference is being witnessed already within the buying community from the assurances our accredited members can give.



Join James Foice ASAP CEO as he interviews Joe Stather, CRBE Associate Director Operational Real Estate Hotels – Advisory Services

The session will consider Joe’s role as Associate Director at CBRE, is the worst to come with the COVID-19 Tsunami and what CBRE are seeing from their clients.

Joe shares his thoughts on whether serviced apartments are well-positioned to exit this period and whether this is supported by investor confidence, future opportunities for our sector and whether there’s still an appetite for expansion and investment as well as the importance of innovation and what the future holds.

“We’re seeing a real hiatus in transaction activity caused by the fact that owners are doing their best to hold onto their assets and reluctant to sell at a heavy discount whereas you’ve got a lot of investors particularly the opportunistic funds and private equity funds that are out there looking for big discounts and to buy good products in strong locations at a pretty big discount so there’s a stalemate… the working capital issues will become more acute for some owners who will start to alter their expectations of what they could receive for their asset and as the recovery becomes more clear to the back end of the year investors will find it easier to underwrite deals which will result in more activity as we head towards Q4”

Join ASAP CEO James Foice as he interviews Stephen Hanton, President International of Synergy Corporate Housing.

The session discusses Synergy, thoughts for a recovery and what Synergy has planned for the future, the importance of innovation in our ever-changing world of serviced apartments and the impact of the COVID 19 pandemic. Stephen also highlights thoughts on customers’ expectations and how we can delight and remain competitive when planning for the next few years.

“The message is very clear from the buyers – less evidence and more proof. Things like the accreditation programme that ASAP is supportive of is very important to us. Being able to provide the process is going to be key. The buyer has increased responsibilities and they are going to seek confidence and trust and that is likely to come out of the brands ability market themselves successfully but also real data evidence which proves this is how we operate. Health and safety will be the biggest deciding factor on purchasing in the foreseeable future and companies that can prove they are healthy and safe environments will be more successful than those who can’t”

Join ASAP CEO James Foice as he interviews Join James Foice interviewing Evelyn Haran, COO PREM Group UK & PREMIER SUITES Brand Standards Manager for Europe and incoming ASAP Chair.

The session announces Evelyn taking the role of ASAP Chair as well as the outlook for PREMIER SUITES and the developments of the future, the importance of ISAAP Accreditation and the Global Alliance to help bring our industry together globally and what the future of the sector looks like.

“I’ve been involved with the ASAP Advisory Board and Treasury Committee over the last 4 years and I’ve really enjoyed my time working with the Association, it’s been a great experience and development for me. I really feel the work of the Association is very important for its members and the industry we are in and I wanted to support and help where I can. I also feel that continuity is important especially as the Association goes through its greatest challenge that many of us have ever experienced and I wanted to support the Association and to allow the experience which I’ve developed to help at this difficult time. Key for me is getting the corporate buyers to recognise the importance of ISAAP Accreditation and now the Stay With Confidence charter and I hope to help with that, the future strategic plans and growing the association”


Join ASAP CEO James Foice as he talks with John Wagner, Co-Founder of Cycas Hospitality discussing the impact of COVID-19 on the industry and the companies within it.

The session also looks at future opportunities for Cycas and the industry, the importance of innovation in the serviced apartment sector and how customers expectations and how to delight and remain competitive when planning for the future.  “You hear so many people predicting what will happen in the future…but they’re all based on historical performance of similar things but let’s face it there’s nothing similar to this. To base it on the last time there was a recession or an outbreak of SARS interesting to make a comparison but nobody can make a comparison…nothing like this has ever happened. In order to recover its not so much your ability to forecast which is a normal business event and function now the successful people will be how quickly can you react to the circumstances that you’re presented with today.”


ASAP CEO James Foice is joined by Rebecca Hollants van Loocke, COO EMEA, Frasers Hospitality in the next of the ASAP Industry Leaders Live.

The session discusses the benefits of serviced apartments in a newly socially distanced world and the specific measures that Frasers have taken across the portfolio. Rebecca shares her thoughts on the rise of the staycation and “close to home” travel and also the importance of the ISAAP Accreditation Programme. As the first company to have secured ISAAP accreditation across the whole of their EMEA region, Rebecca highlights why the accreditation is key to securing buyer confidence knowing that companies have been independently assessed and certified.  “There are many USPs of serviced apartments during this time what has been really prevalent is just the ability to have extra living space, your own facilities and someone you can self distance and create your own bubble with the opportunity for enhanced sanitisation and your own space to maintain your own standards with no need for the contact from housekeeping staff that you’d find in hotels”

ASAP CEO James Foice interviews Jason Delany, Director of Brand, Product and Marketing, Staycity Aparthotels.

The session discusses the COVID 19 Tsunami and is the worst to come. Thoughts for recovery and what Staycity is planning to do to aid recovery post COVID and what the impact has been in the different locations across the portfolio. As we learn the future holds for Staycity in new developments and openings, Jason also highlights the importance of accreditation particularly in the post COVID world and what we can do to meet customers’ expectations to continue to delight them and remain competitive. ” In this time of COVID never has our product been more relevant in terms of practising social distancing, cleanliness standards and that has to be validated. That’s what the ISAAP Accreditation gives us, the duty of care, the due diligence behind it….”

Recorded: 8th July 2020


Understanding the impact of recent VAT changes and what it means to the UK Serviced Apartment Industry.

Join CEO James Foice interviewing Laura Chipp of VATNAV Ltd to understand the impact of recent VAT changes and what it means to the Serviced Apartment industry in the UK. The session includes

* What the VAT changes will apply to in relation to tourist accommodation, food & hire spaces
* Services sold within TOMS
* The effect the reduced VAT rate will have to the long stay rate
* Changes to the Flat Rate percentages
* Understanding the “tax point” to ensure rate reduction is applied effectively.
* Whether or not the supplier or customer benefits from the cut & the relating legal and contractual terms.

Recorded July 14th 2020


Join ASAP CEO James Foice as he interviews Bianca Vandersee, Senior Consultant at Apartmentservice Germany and Philip Laukart, Managing Director, WeWash GmbH.

The session will discuss Germany & the UK: the current & future (post-COVID) trends in co-living & serviced apartment sectors and consider the growth of the shared laundry room. It also considers the consequences of these market trends on services including the shared laundry room and UK Market trends compared to Germany and impact on services.

Recorded 1st July 2020

ASAP CEO James Foice interviews Andrew Scott Vice President Account Management at Dwellworks. The session discovers what is happening at Dwellworks in this COVID-19 era, the nature of their partnership with Oakwood. It discusses the nearer and longer-term in need and use of housing and in the mobility and travel industry in general and the importance of ISAAP’s leading global Accreditation standard in the driver of due diligence and duty of care and its importance in kick-starting business travel over the coming months? “Dwellworks have always been a strong believer in accreditation as it gives the buyer some additional comfort, more due diligence has been done, there’s more duty of care . . .that does provide a stamp of approval of the checks that have been done”  Recorded: June 30th 2020


ASAP CEO James Foice interviews Phil Stapleton Managing Director of SITU as part of the Industry Leaders Live initiative.

The session will discuss what the current operator landscape is looking like in the UK, whether serviced apartments will see the surge in popularity that is being suggested.The session will also consider how we get the attention of the buyer and how we reassure them that those you work with are credible and safe along with the biggest barriers for the industry and what SITU are most excited about for the future and the plans for the next 12 months.

“As an industry we have got one voice, talking about the assurances we can give, that the product is great and it looks and is exactly what you need as a travel buyer . . .the barrier immediately in front of us needs addressing and it’s coming together, to stand together and to get the message out”

Recorded: June 26th 2020

Join ASAP CEO James Foice as he interviews Trine from House of Fisher. The session discusses House of Fisher, how they’ve been operating during the lockdown supporting keyworkers and residents, what they are doing to address the new normal and what the future holds for the sector and the company. It also discusses the importance of a trade association like ASAP and how the accreditation and Stay with Confidence Promise will help going forward in the future.

“The ISAAP Accreditation programme continues to be the big seller – it will be what the corporates want. Corporates are going to want to know that we have been audited, vetted by an independent body and have that seal of approval going forward . . .having the new COVID cleaning standard in the programme is a real beneficial point for anyone wanting to know what we are doing to keep our staff and guests safe and the corporates are going to want that”

Recorded: June 16th 2020

Join ASAP CEO James Foice as he interviews Marcia Gomez Managing Director of Cotels. During the session, Marcia highlights what the key challenges have been like for the sector within Milton Keynes, the competition and how post-COVID recovery may change this. Marcia talks of her involvement within the ASAP Keyworker and emergency accommodation initiative and what she has learned from it as well as talking about the recovery of business travel to Milton Keynes and the sector along with the importance of ISAAP accreditation for differentiating in the sector.

“The accreditation is going to be really really important, particularly the part on safety and cleanliness and will be key going forward getting the message across so that buyers will choose an ASAP Accredited member over someone who isn’t.” Marcia Gomez

Recorded:12th June 2020


Join ASAP Ceo James Foice as he interviews Frederic Carre, Regional General Manager for UK, Germany, Spain and Georgia with The Ascott Limited as they discuss The Ascott Limited, the importance of ASAP in representing the industry and positioning the serviced apartment product in front of the buyer, the importance of training to develop outstanding individuals and how the pandemic is influencing the future plans for Ascott in relation to community living and alternative models.

“Being an active member of ASAP can provide you with a fantastic insight into the wider sector and also offer an advantage over peers who are not part of the Association” Frederic Carre

Recorded: 3rd June 2020

Join ASAP CEO James Foice as he interviews Stuart Lawson, Global Alliance Manager from Crown Worldwide Group as the session discusses the key importance of cleaning standards and minimum requirements in corporate travel, the importance of the ISAAP Accreditation and ASAP Stay with Confidence Promise and how this will play a part in how Crown will select accommodation post COVID.

“Crown are looking to build client confidence whilst promoting a strong safety message ….we will definitely be using the standards promoted by ASAP and others as a more stringent selection criteria”

Recorded: May 29th 2020


ASAP CEO James Foice interviews Doug Greenwood, Chairman of ASAP and Director of Sales and Marketing from ASAP Member Cheval Collection.

The session highlights the recent announcements of the expansion of the Cheval Collection portfolio into Edinburgh, the importance of the global conversation being led by ASAP and the Global Alliance of Serviced Accommodation and how ISAAP’s global accreditation programme is key to organisations and the global conversation in promoting the serviced apartment sector in securing the corporate and leisure buyer’s support.

“We’re at a really momentous time now to draw and promote the serviced apartment sector into one that has been truly recognised by the corporate and leisure markets as a serious offering”

Recorded: 26th May 2020

Join ASAP CEO James Foice as he interviews Jennifer Breen President at ASAP Accredited member Suite Home. The session discusses priorities during the COVID situation, the importance of ISAAP Accreditation and what it means to Suite Home along with the priorities for the future as we exit the pandemic.

“Every time I get a little down on the temporary housing industry or serviced apartments, I think to hotels & how grateful we are that we were ready to go for a work from home or sheltering place situation & were able to help guests through this difficult time” Jennifer Breen.

Recorded: 22nd May 2020


Join ASAP CEO James Foice interviews Robin Rossman, Managing Director from ASAP Business Partner STR to discuss the results of the pandemic in the UK & Europe and how the serviced apartment data compares to that of hotels along with future trends and how different markets and the world are bouncing back and what the future of the serviced apartment sector looks like in a post pandemic world.

“There will be no winners, but there will be some that lose less and Serviced Apartments are in that category”

Recorded: May 18th 2020


Join ASAP CEO James Foice interview Max Thorne, Chief Executive of ASAP Business Partner the MRP Group, discussing the current challenges and opportunities for the serviced apartment sector.

Recorded May 12 2020






ASAP CEO James Foice is joined by Gemma McGrattan, Managing Director of McCann Synergy will explain how companies are adapting to the evolving situation with a renewed focus on culture, purpose, values, wellbeing and manager engagement and how to define and plan for your organisation’s ‘new normal’ and create long-term advocacy.

Now, more than ever the mirror’s being held up to the promises organisations have made as an employer, and the social contracts made with employees. As companies scramble to juggle reassuring shareholders and employee safety, there is a need to balance humanity, togetherness with thinking ahead to the future. It’s an opportunity to mark this ‘moment in time’ with the right people communications and use this opportunity to integrate all colleagues back into the business, back into the culture and back to each other.

Recorded: May 28th 2020




ASAP CEO James Foice is joined by Founder of Homelike Dustin Figge, Cherry Wang and Cecilia Oliveira from Homelike and Kasia Beker-Golab Travel Manager at Mobica Ltd as they discuss what will corporates be seeking from serviced accommodation post COVID.

The session discusses the medium to long term effects of COVID on the serviced apartment sector, the feedback from corporates so far and what the ‘new normal’ will look like in the business travel and corporate bookings in serviced accommodation.

Recorded: May 21st 2020






Join Jo Redman with an energy boost for you! Tips and ideas for managing your wellbeing in these working from home days.

No fluffy stuff here, just practical and easy to do suggestions for lifting your energy and boosting your wellbeing during lockdown.

Recorded:  Thursday May 14th 2020






Join Danica Smith from ASAP Business Partner ReviewPro as she discusses the current landscape of online reputation during the times of the pandemic, how to maximise this quiet time and how to prepare post-crisis and what the new guest will look like.

Recorded: Thursday May 7th 2020







ASAP is delighted to welcome previous ASAP Convention Keynote Speakers Geoff Ramm and Nigel Risner, who will share their top tips, stories and ideas and Q&A of engaging clients and the team during the challenging COVID times.


Recorded: 24th April 2020