The July appoints Joost van Beek as CEO for next phase of European growth

The July, the European lifestyle apartment-hotel brand known for combining short and longer stays and community-oriented spaces, today announced the appointment of Joost van Beek as chief executive officer. Van Beek takes office from May 2026 and succeeds co-founder and CEO Alexander Goad. Goad has played a key role in building The July into the distinctive lifestyle apartment-hotel platform it is today. He will ensure a smooth and structured handover to support the next phase of international growth.

Van Beek previously worked at The Social Hub, where he held the position of chief operating officer and played a central role in transforming the company into a pan-European hospitality platform. During his time at The Social Hub, he helped expand the company to more than 20 locations in Europe. He led multiple openings and drove operational excellence within blended, hybrid hospitality formats.

His experience includes accommodation concepts for both short-term and long-term stays, as well as developing vibrant, community-oriented destinations. This expertise aligns closely with the strategic direction of The July, which is further accelerating its international expansion.

The July currently operates in Amsterdam and London, including the independent ID Aparthotel brand owned by the group. In addition, the company has a strong development portfolio with new projects in Amsterdam, Lisbon and Dublin in the coming years. With this expansion, The July underlines its ambition to grow into the leading flexible accommodation brand in Europe's most dynamic urban markets.

The July is backed by Aware Super, one of Australia's largest pension funds. The fund recently strengthened its European presence with the opening of an office in London. In doing so, Aware Super underlines its long-term commitment to investing in high-quality physical assets and platforms in the region.

“We are at the beginning of a new and promising growth phase,” says Francoise Dechesne on behalf of the Supervisory Board. “Joost brings deep operational expertise, has extensive experience in scaling complex hospitality platforms and possesses a leadership style that fits perfectly with The July's values. We are confident that he will successfully lead the company into its next phase.”

Van Beek: “The July has built a strong and distinctive brand that combines high-quality hospitality with clear local roots. I look forward to working with the team to build on this foundation and shape the company's continued growth in new European markets.”

Responding to changing travel and living patterns, The July's concept offers flexible accommodations for short and longer stays, supported by amenities such as wellness and coworking spaces, food & beverage concepts and local, authentic embedded experiences.

Until Van Beek takes office in May, Francoise Dechesne will stay on as Interim Executive Director to ensure continuity within the organisation.