Hotel Equities Strengthens Leadership Team for Its Next Chapter of Growth; Appoints Olya Brase Chief Financial Officer, and Adds Two Senior Commercial Leaders

ATLANTA, October 7, 2026 – Hotel Equities (HE), a best-in-class hospitality operator and developer, today announced 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,” said Ben Rafter, chief executive officer of Hotel Equities. “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.”

About Olya Brase (Chief Financial Officer)

Brase now leads Hotel Equities’ finance organization, serving 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 (SOC) 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.

With more than 20 years of finance and transformation experience, including a decade in third-party hotel management, Brase leads with a focus on stewardship: finance protects owners’ interests through integrity, transparency and disciplined decision-making. She also serves on the BlackLine Advisory Board and the Care Beyond Birth Foundation Board of Directors.

About Daniel Ben-Efraim (Senior Vice President of Sales)

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 served as 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, LXR Hotels & Resorts, and others.

With more than 20 years of hospitality and commercial leadership experience, Ben-Efraim brings expertise in commercial strategy, demand generation, sales team development and the systems that drive sustainable results.

About Jenny Moore (Vice President of Revenue Management)

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.

With more than 25 years of revenue and distribution experience across lifestyle and independent hotels, Moore brings expertise in revenue strategy, digital marketing and team development. Her appointment strengthens the revenue discipline behind Springboard Hospitality’s independent and lifestyle hotels.