The Association of Serviced Apartment Providers (ASAP)

CEO

James Foice is Chief Executive Officer of the Association of Serviced Apartment Providers (ASAP), the leading industry body representing professionally managed serviced accommodation. Since joining ASAP in 2012, James has played a key role in elevating industry standards, strengthening regulatory engagement, and positioning the serviced apartment sector as a vital part of the global accommodation landscape.

With more than four decades of experience across travel, hospitality, and quality assurance, James has held senior roles with internationally recognised organisations including British Airways, Virgin Atlantic, and VisitEngland. His extensive expertise in operations, customer experience, and industry standards gives him a unique perspective on the evolution of modern accommodation.

James is a passionate advocate for professionalism, transparency, and collaboration within the sector and is a regular speaker at major industry events, where he shares insights on market trends, regulation, and the future of serviced accommodation.

---