Yays CEO Heule steps down, Schwartz takes the helm

George Sell George Sell Uploaded 31 March 2021


Netherlands: Yays’ CEO and co-founder Peter Heule is stepping down from his role, to be replaced by former Cerberus Capital Management VP Zachary Schwartz.

Heule oversaw the launch, brand development and 2017 sale of the company to new investors.

He said: “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.”

Schwartz will assume the role of CEO from 1 April and be based in the company’s Amsterdam headquarters. He 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 said: “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.”



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