Two commercial seats, split by division
Hotel Equities filled its sales and revenue seats on 7 October 2026. Daniel Ben-Efraim joins as senior vice president of sales across the Destination Collection and Springboard Hospitality divisions. Jenny Moore takes vice president of revenue management for lifestyle hotels.
The split matters at the desk level. Ben-Efraim carries sales strategy across two divisions and works through commercial teams, property leaders and ownership groups. Moore owns top-line performance and distribution for Springboard Hospitality, the lifestyle division.
Both seats sit inside one commercial platform at a company that manages more than 90 hotels across the United States.
What the revenue seat controls
Moore's remit covers rate and distribution for the lifestyle portfolio. She most recently led revenue and distribution strategy at Noble House Hotels & Resorts. The release puts her in partnership with commercial teams, property leaders and ownership groups.
The release publishes no rate strategy, no channel mix and no portfolio revenue figure for the lifestyle division. An owner reading the appointment gets the scope of the seat and the name in it.
The reporting control behind the finance seat
Olya Brase becomes chief financial officer and builds a System and Organization Controls 1 programme among her three stated priorities. A SOC 1 report documents the controls at a service organisation that affect a client's financial reporting.
For an owner, that report covers the controls behind the statements the operator issues each month. Brase ran a finance transformation at Highgate across a portfolio of more than 400 hotels, and built the internal audit and SOC 1 programmes at Aimbridge Hospitality.
“Together, these new additions to our team strengthen the finance and commercial platform behind every owner relationship we manage,” Ben Rafter, chief executive of Hotel Equities, said in a statement.
A marketing seat at a multi-concept group
The Indigo Road Hospitality Group named Catherine Woods chief marketing officer on 14 October 2026. She reports to founder and chief visionary officer Steve Palmer and leads marketing across the group's restaurants, hotels, venues and membership clubs.
Woods held marketing leadership roles at Belmond, part of LVMH, and was most recently vice president of marketing at Beemok Hospitality Collection. She brings more than 16 years of corporate marketing.
The group started in Charleston, South Carolina in 2009 and runs food and beverage-driven boutique hotels beside its restaurants and bars. The seat covers the marketing for a portfolio of that shape.
PM Hotel Group lifts its Portland count to seven
PM Hotel Group added three hotels in the Portland, Oregon metro, moving from four hotels in the market to seven. The additions carry 340 rooms across the 73-room Hampton Inn Sherwood Portland, the 152-room Hampton Inn & Suites Portland Tigard and the 115-room Caption by Hyatt Hillsboro.
The Caption property is a new build under development. PM counts it in the managed portfolio before it opens. “This expansion reflects our long-term commitment to the Pacific Northwest and the overall West Coast market area, and our ability to operate successfully across segments nationally,” Paul Sacco, chief growth and development officer, said in a statement.
PM now holds seven hotels in the Portland metro. The company reports more than 90 hotels nationally, from focused service to luxury.
What the announcements leave open
Neither company published a rate position, a channel target or a revenue figure with the appointments. Hotel Dive carried all three items in its Lodging Lowdown column on 15 October 2026, and Hotel Equities issued its appointments in its own release on 7 October.