Evaluate the Opportunity
Every initiative begins with a clearly defined problem, opportunity, and success criteria.
HE Labs™
Where Innovation Becomes Operational Advantage
HE Labs™ is Hotel Equities’ dedicated innovation and incubation division, a structured platform for evaluating technologies, developing AI-enabled workflows, incubating hospitality concepts, and scaling what works. From revenue optimization tools to operational efficiencies and enhanced guest experiences, initiatives are designed to deliver stronger, more consistent returns for owners.
Built to Improve Hospitality Performance
The hospitality industry has struggled to consistently turn innovation into a scalable operational advantage. We need smarter systems that improve efficiency, enhance the guest experience, and better connect innovation with day-to-day hotel operations, all while remaining rooted in a people-first business. HE Labs™ bridges the gap between innovation and practical implementation with a disciplined approach that evaluates and advances new operating models that improve hotel performance.
From Evaluation to Execution
This is not just innovation for novelty sake. HE Labs™ is focused on producing measurable results to solve real-world challenges with zero risk for owners.
Design the Right System
Technology and workflow decisions are approached as a part of a broader operating system, not as isolated tools.
Test in Real Environments
Pilots run in live environments, ensuring results reflect real operational conditions
Scale What Works
Only validated solutions move forward into broader implementation.
HE Labs™ Leadership
Institutional Experience. Structured Assessment
EVP, Strategy | Head of HE LABS™
Brian Jenkins
Brian Jenkins
EVP, Strategy | Head of HE LABS™
Leads HE Labs with a structured, data-driven approach shaped by experience across management and technology consulting and hospitality operations.
“Operators run hotels. HE Labs builds what improves them.”
Chief Executive Officer
Ben Rafter
Ben Rafter
Chief Executive Officer
Brings a distinctive background in hospitality and technology, embedding innovation into Hotel Equities’ operating model and helping shape the vision behind HE Labs.
“Hospitality has always been about people. What is changing is how we enable and empower those people to deliver exceptional experiences. The goal isn’t to become more automated—it’s to become more connected.”
Making Headlines
May 13, 2026
Hotel Equities CEO Talks HE Labs, Our New Innovation and Incubation Division, with Skift
July 7, 2026
Tech-Focused, People-First: Ben Rafter Shares His Vision for the Future of Hospitality
January 30, 2026
Ben Rafter Sits Down with Hotel Investment Today to Discuss Outperformance in 2026
Partnerships That Inspire Innovation
Whether you have a technology you want to evaluate, need new solutions to operational challenges, or just want to be a part of a new era of hospitality, we’d love to hear from you.
