:
UK: Keith Freeman, the former CEO of flexible living brand Kula and chairman of the Association of Serviced Apartment Providers (ASAP), passed away at the weekend.
Freeman began his hospitality career with Whitbread where he spent eight years supporting the opening of new sites in Ireland, Scotland and the North East of England.
He later joined Staycity Group initially as chief operating officer before serving as managing director. He was with the company for more than a decade.
In late 2024, Freeman was appointed chair of ASAP and shortly after in March 2025, took a new role with Kula as CEO.
A statement from Kula said: “Today, we mourn the heartbreaking loss of our beloved CEO, Keith Freeman. A true leader, mentor, and friend. Keith touched each one of us with his kindness, vision, and humanity.
“His passion, professionalism, and unwavering belief in the Kula spirit shaped who we are today. He led with heart and purpose, inspiring us to dream bigger and to always care for our guests, our partners, and for one another.
“While words cannot express our sadness, we find comfort in knowing that Keith’s legacy will continue through everything we do. He will forever be part of the Kula Family, guiding us as we carry his spirit forward and take Kula to new heights, just as he wished.”
ASAP said: “Keith was not only a dedicated and inspiring leader of our Association but also a true advocate for our industry. Through his tireless commitment, wisdom, and passion, he helped guide our community with integrity and vision. His contributions have left an enduring legacy that will continue to shape and strengthen our work for years to come.
“Beyond his professional achievements, Keith will be remembered by all who knew him for his kindness, generosity, and unwavering belief in collaboration and progress.
“On behalf of the association and its members, we extend our heartfelt condolences to Keith’s family, friends, and colleagues during this very difficult time. He will be greatly missed by us all.”
Tom Walsh, CEO of Staycity, said: “It is with deep sadness and a very heavy heart that I write a final tribute to a dear friend and our former colleague, Keith Freeman. He was a great friend to many and a great friend and confidant to me. He was always there with a word of encouragement, thoughtfulness and kindness.
“Keith, there was no one like you. Thank you for your unbreakable friendship, the laughs, the great memories and the huge impact you made on all our lives. Thank you, dear friend, for everything. We’ll see you down the road. Rest in peace.”
A tribute page has been made by Freeman’s family for friends, colleagues and peers to pay their respects here.
