Totalstay Strengthens Executive Leadership as Co-Founder James Woolley Returns
Totalstay co-founder James Woolley has rejoined the business in an operational capacity, taking up the role of Commercial Director as the aparthotel hospitality group enters its next phase of growth.
Woolley, who co-founded Totalstay and played a central role in its development from its earliest days, returned to the executive team in July 2026. His appointment comes as Totalstay expands its development pipeline and focuses on new commercial partnerships, brand development and technology.
Woolley returns to focus on commercial growth through targeted marketing campaigns. Leveraging his expertise in travel and information technology, he will develop Totalstay’s commercial strategy, build strategic partnerships to expand its market reach, and oversee the technology needed to support guest acquisition and retention.
“James was there at the beginning of Totalstay and was instrumental in building the business into what it is today,” says Totalstay co-founder and CEO Rael Phillips. “Having him back in an operational role comes at an important time for us. We have a strong pipeline ahead and are thinking carefully about how we move forward – not simply in terms of the number of properties we operate, but in how we build the Totalstay brand and develop the right partnerships.”
Woolley will also oversee the technology strategy, including artificial intelligence capabilities, to support its commercial objectives. This will include using new tools to strengthen guest acquisition, personalise marketing, streamline operations, and improve the guest experience.
“The opportunity ahead for Totalstay is significant,” says Woolley. “We have built a solid operating model and platform, and now we can focus on commercial growth. My priority is identifying new guest acquisition opportunities, developing marketing strategies that deliver, and building partnerships that strengthen our market position. There is real potential to turn our operational excellence into commercial success.”
While Woolley remained connected to the business during his time away from day-to-day operations, his return reunites the co-founders at a critical point in Totalstay’s trajectory. “James and I built Totalstay together, so there is a shared understanding of where we have come from and, more importantly, where we believe the business can go,” adds Phillips. “There is considerable opportunity ahead for the aparthotel sector, and for Totalstay.”
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