Charlie McCrow has been the driving force behind The Apartment Service´s 38 years success and is a longstanding member of several industry bodies including CHPA, ARP, ERC, ITM, EuRA and UKAA as well as a founder member of the UK’s Association of Serviced Apartment Providers (ASAP).
Under his leadership the company has been at the forefront of innovation in the sector, the latest example of which is the TAS Alliance. The Alliance is the fourth and newest business in McCrow’s portfolio, joining independent global booking agency The Apartment Service; European extended stay brand Roomspace Serviced Apartments, and the Global Serviced Apartments Industry Report
Charlie’s investment in technology and people has helped power the growth of the serviced apartment industry, also has a long history of alliances with independent operators to provide end-to-end short term stay solutions for buyers and travellers globally.
Shabina Awan, Director of Partnerships & Alliances
Shabina has spent the last five years managing and leading the TAS global supply chain team as the leader for global supply. Key responsibilities include supplier HSSE verification, negotiation and contracting for TAS and specific client directed programmes together with global issue resolution handling for all stakeholders.
Passionate about building sustainable and supportive supply partner relationships, Shabina ensures that hospitality, guest care and safety prevail. Shabina and her team connect with our supply partners to ensure they see their value in a supply chain with a variety of product, and global coverage, to match most client requirements in almost any location.
Shabina also oversees the TAS Alliance. Her exceptional ability to communicate product features and benefits, both internally and externally with her team, has been a key factor in the growth of the TAS Alliance since the launch in 2014 which now has 20 members globally representing over 110,000 apartments collectively.
Prior to entering the hospitality sector, Shabina spent 18 years in the automotive sector in marketing and communication roles with Hertz Leasing UK, DaimlerChrysler and Inchcape.
Kevin is one of the most experienced professionals in corporate travel with over 25 years’ experience with independent and global Travel Management Companies.
He has led the sales and account management teams of some of the largest names in the market and more recently has been leading his own events and travel consultancy business.
Kevin’s wealth of knowledge embraces business travel consultancy for all sizes of business, national and multinational.
His unparalleled strengths in supplier relationships, supplier negotiations, client liaison and service levels and independent advice will provide vital support to serviced apartment operators throughout their membership of the TAS Alliance.
Kevin has been involved in The TAS Alliance since the launch in 2014 and his role is to manage and grow membership, to implement the on-boarding programme and to ensure that every member is achieving their goals and aspirations.
Mark is one of few Marketing Consultants to specialise in the serviced apartments sector.
Having joined the business travel industry in 1990, he has been a Director of specialist marketing consultancy Travel Intelligence Network since 2005. A former Marketing Director of Expotel and First Option, and Head of Marketing at ITM, he was voted the business travel industry’s Personality of the Year in 2006.
Mark has written 7 editions of the Global Serviced Apartments Industry Report and over 20 white papers. He is a regular contributor to trade media, moderator and speaker at industry events including the Association of Serviced Apartment Providers’ annual conference.
Members of the TAS Alliance will be able to draw upon Mark’s market understanding and expertise in developing brands and sales through effective communications.
Lynn spent over 30 years in customer services teams in the automotive industry before entering the world of serviced apartments.
Previously, she honed her skills with leading contract hire and financial services organisations.
Lynn has a wealth of knowledge and experience in evaluating, improving and streamlining processes to help drive growth and create operational efficiencies. She is well-versed in managing service level agreements, setting and measuring key performance indicators to deliver excellence in customer service, to maximise customer satisfaction and retention.
Melanie’s in-depth knowledge of the serviced apartment sector as agent and provider has been developed over more than 16 years with The Apartment Service.
She has spent her working career in client-facing roles, focusing primarily on service delivery, solutions and developing strong relationships.
Melanie has recently been promoted to Managing Director of The Apartment Service, overseeing the strategic growth of the company and continuing to develop the strong client relationships with existing and new clients. Prior to this she has spent her time within the roles of Director of Sales and Account Management.