Hotel Equities named Olya Brase chief financial officer on 7 October 2026. The Atlanta operator filled two more seats in the same release: Daniel Ben-Efraim as senior vice president of sales and Jenny Moore as vice president of revenue management for lifestyle hotels.
Chief executive Ben Rafter announced all three. Brase leads the finance organisation. Ben-Efraim covers sales across Destination Collection and Springboard Hospitality. Moore covers revenue management at Springboard, which the release calls the lifestyle division.
Three priorities in the finance seat
Brase inherits a stated list: financial visibility and governance, finance technology, and a System and Organization Controls 1 programme.
A SOC 1 report covers the controls at a service organisation that affect a client's financial reporting. Owners of managed hotels depend on the manager's systems for revenue, payroll, payables and reporting.
She built the internal audit and SOC 1 programmes at Aimbridge Hospitality. She also led post-acquisition integrations there, including the acquisition of Interstate Hotels & Resorts.
Her last post was a finance transformation at Highgate across a portfolio of more than 400 hotels. Highgate's own site reports over 79,000 hotel rooms under management.
Two hires off a larger book
Ben-Efraim arrives from EOS Hospitality, where he was vice president of sales as the portfolio grew from eight properties to more than 60. He is based in Los Angeles.
Moore spent a decade at Noble House Hotels & Resorts on revenue and distribution strategy. She is based in Seattle.
What the release withholds
The release carries no start date, no predecessor for Brase, no portfolio count for Hotel Equities and no headcount. It names no fee, contract term or financial figure.