Apex unveils duo of senior appointments 

Apex Hotels has announced the appointment of two new senior team members who will support the post-pandemic regeneration of the group, as it looks to invest in growth, improving the guest experience and internal culture.

Michael Stott joins the senior team as commercial director, moving from Hoar Cross Hotel and Spa. He previously held notable roles within Macdonald Hotels and Resorts, Whittlebury Hall and Spa and Center Parcs during his three decades within the industry.

Meanwhile, Kerry Draper joins as HR director and brings a wealth of experience in HR and people management that was gained during a career spanning over 20 years, including key roles with Virgin, British Gas and Carlsberg. 

Apex Hotels said the appointments come as it looks to capitalise on investments in back-office infrastructure and guest facing technology that were made as travel and business slowed during the pandemic.  

Stott said: “I’m thrilled to join such a well-established, successful brand as Apex Hotels. Hospitality has come through a challenging period, and our focus is now firmly on the future.

“Apex has prepared for a strong business return with significant investment in new technologies during the pandemic – such as enhanced property and guest management systems and embracing  ‘big data’ to arm ourselves with valuable insights, to improve customer responsiveness and drive business improvements – we’re ready to embrace any changes the future might bring.” 

He added: “It’s a very exciting time to be undertaking a new role within an exceptionally experienced and close-knit team.”

Draper said: “I’m always drawn to brands with an exceptional people focus, and a strong responsible business strategy never fail to impress me – and that’s exactly why I have taken up this role with Apex Hotels.

“There’s no denying that the industry as a whole is still facing challenges in recruitment and retention as a result of Covid and Brexit, and one of my key focus areas will be to cement Apex’s position as an outstanding employer of choice within the hospitality industry.” 

She added: “Like Michael, I’m fortunate to be able to build on a solid foundation, with a focus on enhancing the ‘people experience’ from an internal and external perspective – bringing our internal culture of supporting and developing our employees in line with our external guest messaging and ethos. 

“I’m very much looking forward to working with the entire Apex Hotels family across the UK to achieve these aims.”

Averil Wilson, managing director at  Apex Hotels, concluded: “We are ready and prepared for a resurgence of business in all of our locations. I am thrilled to welcome Kerry and Michael into our already experienced senior team.

“They bring a wealth of knowledge and experience to Apex and will complement our strategic direction perfectly. Michael’s industry experience and knowledge is absolutely second to none, and Kerry has overseen cultural transformation and people strategy implementation for some of the UK’s biggest brands – and being new to the industry, also comes armed with fresh thinking.”