Apex Hotels has announced the appointment of three senior directors to its leadership team, reinforcing the business as it enters a new phase of growth and portfolio expansion.

Craig Fletcher joins the business as Revenue & Sales Director, bringing 15 years of revenue and commercial management experience having previously held roles at Merlin Entertainments, and Macdonald Hotels and Resorts. Craig brings expertise in strategic planning and positioning technology to support revenue growth.

Responsible for shaping a brand vision and guest journey for the portfolio, Yvonne Brennan takes on the newly created role of Brand & Guest Experience Director. She brings over 20 years’ experience leading brand, marketing and communications strategies across European hospitality and lifestyle businesses, most recently as Group Director of Marketing at Cycas Hospitality.

Anna Hart has been appointed as People & Culture Director, bringing more than 25 years’ senior HR leadership experience across organisations including Centrica, Aegon, Royal Bank of Scotland and Insights Learning & Development. Her expertise spans organisational culture, transformation and employee engagement, with a strong focus on building high-performing, people-centred teams.

Averil Wilson, Managing Director of Apex Hotels, commented:

“These appointments significantly strengthen our leadership team at a pivotal time for Apex Hotels. As we continue to grow our portfolio and invest in our properties, it is essential that we have the right expertise in place to enhance our guest proposition, support our people and drive commercial performance.

We remain firmly focussed on ensuring excellence in guest service, and with the recent addition of Apex Dunblane Hydro, this investment in senior talent ensures we are well positioned to deliver the next phase with confidence and clarity.”

The appointments took effect in January 2026 and form part of Apex Hotels’ continued investment in leadership, brand development and long-term growth.