Apex Hotels has appointed three senior directors as it looks to support the next phase of growth across its portfolio.
Craig Fletcher has joined the business as Revenue & Sales Director, Yvonne Brennan has taken up the newly created role of Brand & Guest Experience Director, and Anna Hart has been appointed People & Culture Director.
The appointments took effect in January 2026 and come as Apex Hotels continues to invest in leadership, brand development and portfolio growth.
Fletcher brings 15 years of revenue and commercial management experience, having previously held roles with Merlin Entertainments and Macdonald Hotels and Resorts. Apex said his remit will include strategic planning and the use of technology to support revenue growth.
Brennan will lead brand vision and guest journey across the group’s portfolio. She brings more than 20 years’ experience in brand, marketing and communications across European hospitality and lifestyle businesses, most recently serving as Group Director of Marketing at Cycas Hospitality.
Hart joins with more than 25 years’ senior HR leadership experience across organisations including Centrica, Aegon, Royal Bank of Scotland and Insights Learning & Development. Her background includes organisational culture, transformation and employee engagement.
Averil Wilson, Managing Director of Apex Hotels, said, “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 follow the recent addition of Apex Dunblane Hydro to the group’s portfolio.
