Hospitality operator and developer Hotel Equities has made three key leadership appointments: Olya Brase as chief financial officer, Daniel Ben-Efraim as senior vice president of sales supporting the destination and lifestyle hotels and Jenny Moore as vice president of revenue management for lifestyle hotels.
"When owners trust us with their assets, we have a responsibility to operate with integrity, transparency and discipline, and Olya's leadership reflects how we approach third-party management’s finances," Hotel Equities CEO Ben Rafter said in a statement. "Revenue and sales have to work in lockstep to drive performance, and Daniel and Jenny understand how those strategies translate to property-level results, particularly across the lifestyle and full service sectors. Together, these new additions to our team strengthen the finance and commercial platform behind every owner relationship we manage."
“Hotel Equities is well positioned for the next evolution of hospitality, bringing together an owner-first mindset with a forward-looking approach to technology,” said Brase. “I’m excited to help build the financial infrastructure that supports that evolution and gives our leaders and owners greater visibility and confidence as the company grows.”
Olya Brase
With more than 20 years of finance and transformation experience, Brase now leads Hotel Equities' finance organization as a strategic partner to operations, ownership and the board. Her priorities include strengthening financial visibility and governance, advancing HE's finance technology and developing a System and Organization Controls 1 program.
Most recently, Brase led a comprehensive finance transformation at Highgate across a portfolio of more than 400 hotels, establishing a standardized finance technology ecosystem and organizational structure designed to strengthen controls and improve efficiency.
Previously, at Aimbridge Hospitality, she held leadership roles spanning internal audit, finance and strategic initiatives, building and leading the company's internal audit and SOC 1 programs and leading post-acquisition integrations including the acquisition of Interstate Hotels & Resorts.
Daniel Ben-Efraim
Based in Los Angeles, Ben-Efraim now leads sales strategy across Hotel Equities' Destination Collection and Springboard Hospitality divisions, partnering with commercial teams, property leaders and ownership groups to drive topline performance, strengthen market positioning and identify new opportunities for owners.
Ben-Efraim most recently was vice president of sales at EOS Hospitality, where he helped lead business-to-business commercial strategy as the portfolio expanded from eight properties to more than 60 independent and branded hotels. During his tenure, he built sales strategies across group, events, contract and negotiated business, helped establish centralized sales functions and diversified the portfolio's business mix. Earlier in his career, he held senior sales and marketing leadership roles with SH Hotels, ETC Hotel Corporation, Loews Regency New York and LXR Hotels & Resorts among others.
Ben-Efraim has more than 20 years of hospitality and commercial leadership experience, particularly in commercial strategy, demand generation, sales-team development and the systems that drive sustainable results.
Jenny Moore
Based in Seattle, Moore now leads revenue management strategy across Springboard Hospitality, the lifestyle division of Hotel Equities, partnering with commercial teams, property leaders and ownership groups to drive topline performance and optimize distribution.
Moore most recently led revenue and distribution strategy for Noble House Hotels & Resorts, where she held multiple leadership roles over a decade. She previously held leadership roles with Coastal Hotel Group and Commune Hotels + Resorts and spent six years as an independent consultant advising owners and operators. She began her revenue management career in Colorado holding multiple director positions, including at the iconic Hotel Jerome in Aspen.
Moore has more than 25 years of revenue and distribution experience across lifestyle and independent hotels.