Hotel Equities filled two commercial seats on 7 October 2026. Daniel Ben-Efraim becomes senior vice president of sales across Destination Collection and Springboard Hospitality. Jenny Moore becomes vice president of revenue management for lifestyle hotels.
The arrangement sets one sales leader over both divisions and a separate revenue leader over the lifestyle division. Both seats work with commercial teams, property leaders and ownership groups on topline performance and market positioning.
Distribution sits in the revenue seat
The release names distribution once, inside Moore's remit. Her brief adds the optimisation of distribution to the topline mandate the two seats share.
She led revenue and distribution strategy at Noble House Hotels & Resorts for a decade, across several leadership roles. Earlier posts were at Coastal Hotel Group and Commune Hotels + Resorts, followed by six years as an independent consultant advising owners and operators. She began in revenue management in Colorado, including director roles at the Hotel Jerome in Aspen. The release credits her with more than 25 years.
The sales book that feeds the revenue seat
Ben-Efraim built sales strategies across group, events, contract and negotiated business at EOS Hospitality. The portfolio there grew from eight properties to more than 60 independent and branded hotels, and he helped establish centralised sales functions inside that expansion.
Group, events and contract demand is the mix the revenue seat prices. Rafter tied the two functions together in the release: “Revenue and sales have to work in lockstep to drive performance.”
What the announcement leaves unstated
The release gives no portfolio count for either division and names no Destination Collection property. It publishes no channel mix, no parity practice, no direct-booking target and no rate figure. Neither appointment carries a start date.
Springboard appears as the lifestyle division and as the reporting line for Moore's title. The release does not say who leads Springboard, how many hotels operate under it, or whether Destination Collection hotels draw revenue support from the same seat.