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/ Zachary Schwartz new CEO of YAYS Group

Zachary Schwartz new CEO of YAYS Group.

[UPDATE: the properties mentioned in this article were renamed in 2021]

YAYS aparthotels, embarks on next phase of growth

YAYS’ CEO and Co-Founder Peter Heule is stepping down, to be replaced by former Private Equity Executive, Zachary Schwartz.

As an aparthotel concept originally developed in Amsterdam, the concept is all about travelling together, unlocking neighbourhoods and experiencing city life like a local. By the end of 2021, the group will boast 15 properties in 4 cities. The YAYS Koninginnegracht in the Hague will open in May, and the YAYS Frankrijklei in Antwerp will open in September.

Peter Heule oversaw the launch, brand development and 2017 sale of the company to new investors. Heule comments: “It has been a pleasure to build the YAYS brand over the last seven years together with our great team, including Steven Smit who was instrumental in our early growth. I was fortunate to lead a  brand that won Serviced Apartment Awards for best operator in 2019 and nominated again this year for the YAYS neighbourhood experiences. We watched YAYS become part of the neighbourhood ecosystems, partnering up with local businesses and attractions through our ‘YAYS Neighbourhood Guide’. With our brand firmly established, it’s an opportune moment to pass the torch to new leadership who will take the platform forward in its next phase of growth.”

Heule’s successor Zachary Schwartz will assume the role of CEO from 1 April and be based in the company’s Amsterdam headquarters. As a former Private Equity Executive, Schwartz brings more than 15 years of hospitality investment and asset management experience to the platform. Earlier in his career, he spent time with Marriott, Host Hotels and as an industry advisor focused on development and investment analysis. Schwartz comments: “As the hospitality industry evolves, I’m confident aparthotels and the YAYS concept can help forge a path for the future of travel. I’m looking forward to working with the YAYS team, our partners and investors as we scale this exciting platform.”