Hotel Equities Appointed Three New Executives
The firm added a new CFO, sales lead, and revenue manager to support its continued growth strategy.
Updated on Oct. 13, 2026 in People
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Hotel Equities has announced three leadership appointments, naming Olya Brase as CFO, Daniel Ben-Efraim as SVP of sales, and Jenny Moore as VP of revenue management. These strategic hires aim to bolster the firm's financial technology and operational performance across its hospitality divisions.
Why it matters
The company is recruiting leadership with significant experience in rapid portfolio scaling and finance transformation to align its internal systems with its current growth trajectory. These moves signal a focus on professionalizing finance and revenue strategy as the firm manages more complex, high-volume property assets.
The new leadership brings deep industry experience, including Olya Brase with over 20 years in finance and transformation and Daniel Ben-Efraim who helped grow EOS Hospitality from 8 to more than 60 properties. These appointments follow prior experience at firms managing portfolios as large as 400 hotels.
The players
Hotel Equities
A hospitality management firm that oversees property operations and revenue strategy for its portfolio.
Olya Brase
The newly appointed CFO who previously led finance transformations at Highgate.
Daniel Ben-Efraim
The new SVP of sales who previously managed growth at EOS Hospitality.
Jenny Moore
The new VP of revenue management who previously directed strategy for Noble House Hotels & Resorts.
The details
Olya Brase will focus on developing a System and Organization Controls (SOC) 1 program and advancing the firm's overall finance technology stack. Meanwhile, Jenny Moore is tasked with leading revenue management strategy specifically for the Springboard Hospitality division. These roles act as strategic partners to the operations team and the board to enhance structural consistency.
Timeline
October 13, 2026: Hotel Equities announced the new leadership appointments.
Market Landscape
Hotel Equities is adopting the industry-wide trend of hospitality management firms implementing SOC 1 audit controls. This move follows a common pattern where growing operators professionalize their finance stacks to improve transparency and attract institutional capital.
Operators should monitor whether the firm's shift toward SOC 1 compliance sets a new expectation for financial reporting among property management partners. Business owners should review their own internal control protocols to ensure they meet the modern reporting standards now being adopted by larger competitors.
The takeaway
Large hospitality firms are increasingly prioritizing tech-driven financial transformation and standardized audit controls as they scale. Owners should assess their internal systems to determine if similar documentation and reporting updates are needed to remain competitive in the current environment.
Further reading
For broader context on current industry hiring trends, see People.
Source note: This article includes information reported by Hotel Business.
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