UK: edyn has appointed Steven Haag as managing director of its SACO extended stay accommodation business.
The company says Haag’s appointment “signals the start of a period of transformation and European expansion for the Brookfield-owned serviced apartment business, which has demonstrated sustained resilience during the COVID-19 pandemic”.
Haag joins SACO from Sonder, where he led the UK and Ireland as general manager. During his two-and-a-half years at Sonder, Haag transformed the UK and Ireland division to the best-performing region for the brand globally – signing more than 700 rooms and taking its team from four to more than 100 across its offices in London, Dublin and Edinburgh.
At SACO, Haag “will lead on realising growth opportunities in key locations across the UK and Europe via leases, site development and purchase of existing assets”.
Stephen McCall, CEO of edyn, said: “We are delighted to welcome Steven to the edyn family and have him lead the transformation and growth of SACO, alongside our ambitious plans for Locke and edyn. His arrival underlines the huge potential of extended stay, and we are fortunate to add his experience with Sonder and in hospitality restructuring to our bench.”
Haag said: “It is incredibly exciting to be joining SACO and the wider edyn group at such a pivotal time for hospitality. Whereas much of the industry is currently taking stock, SACO will look at the opportunity presented to expand its portfolio with new properties across Europe. We are in a unique position given our resilient business model, world-class development team and financial backing in Brookfield to reposition assets, as well as acquire new sites.”
