A Large Room With Tables And Chairs


HHM Hotels management operations offers several specializations for its owners, including a luxury and lifestyle group. HHM Hotels’ deep industry knowledge of luxury and lifestyle properties offers a different perspective and a forward-thinking approach. Using HHM Hotels’ relationships-first foundation, Echelon Luxury & Lifestyle focuses on exceptional brand experiences that drive results.

Echelon Leadership

Echelon Leadership


Foiz Ahmed, HHM Hotels' Senior Vice President, has more than 30 years of hospitality experience. Most recently, he was the EVP of Global Operations for Standard International overseeing operations, finance, food and beverage, nightlife and entertainment, sales and marketing, PR, and all things commercial. His prior experience includes President of Quadrum Global’s Hospitality Division where he helped create Arlo hotels, managed various hotel assets, and led a newly launched multi-tiered senior living development. Before Quadrum, Foiz worked with HHM Hotels, starting as the Regional Director of Operations for the company’s New York City portfolio and later becoming VP of the Independent Collection. In his early hospitality career, Foiz spent 15 years with Marriott International in various leadership roles.


As Vice President of eCommerce, James leads a team of eCommerce, CRM, and hospitality digital marketing specialists to support HHM Hotels' variety of branded and independent lifestyle, luxury, and resort hotels in the digital space. A 25-year HHM Hotels veteran, James has held several Regional Director roles in Sales, Marketing, and Revenue. He earned his degree from the Hersha School of Hospitality Management at HACC, where he has served on the Advisory Committee for the Hospitality and Lodging program for 17 years. In the early ‘90s, James got his start in the industry as a lifeguard at a resort hotel.


As Vice President of Distribution, ICH&R & Regional Director of Revenue, Jeff Levy has a uniquely designed role with two parts. On the RM side, he develops room sales and distribution strategies, while coordinating revenue management processes and procedures to maximize revenue for HHM Hotels in New York City and New England. Further, Jeff guides distribution strategies and management across all independent properties from coast to coast. Before joining HHM Hotels in 2017, Jeff held several leadership roles with major brands and management companies in our industry.


Theresa Rayos del Sol, HHM Hotels' Vice President of Sales, drives total sales and revenue penetration for over twenty HHM Hotels throughout New York City and the entire independent portfolio. She oversees the hotel sales teams through an active and intimate role with the property and regional sales leaders. Before working with HHM Hotels' elite branded and unbranded portfolio, Theresa grew her hotel luxury/upscale experience with Hyatt Hotels.


With 20 years of experience in the hospitality industry, Kate Joseph has worked in various roles within operations at respected hotel chains such as Hyatt Hotels & Resorts and Four Seasons Hotels. She also played a crucial role in increasing distribution revenue through her work with Online Travel Agencies (OTAs) and leading account management at NextGuest Digital, focusing on independent lifestyle hotels and resorts. Presently, as HHM Hotels' Director of Digital Marketing & E-Commerce, Kate is channeling her efforts toward expanding the direct channel for the ICH&R portfolio. In her current role, she leads digital marketing and eCommerce strategy with the primary goal of enhancing the hotel's online presence.


With over 16 years of experience in hospitality, Tana Fils has a proven history of driving results as HHM Hotels' Director of CRM & Email Marketing. She started her career as a front desk agent during an internship and quickly worked her way through various departments ranging from Operations to Sales and Marketing, where she learned her passion for eCommerce and Digital Optimization. Her areas of expertise are website optimization, digital marketing, email marketing, and distribution. Tana has represented major brands including Marriott, Hilton, and IHG, ranging from mid-scale to luxury as well as independent lifestyle brands such as Faena Hotels & Residences.

Noelle Saltzgueber

Noelle Saltzgueber is a highly skilled and creative Graphic Design Director with over 13 years of experience in the industry. She has worked with some of the top names in the hospitality and retail sectors, including Starr Restaurants and Macy's. Noelle is responsible for ensuring that HHM Hotels' visual identity is compelling, engaging, and aligned with its overall mission and values.

Business Capabilities

Marketing Studio

As the in-house marketing strategy studio for Echelon, Marketing Studio boasts a team of dynamic marketing and communications experts with decades of experience in various industries, such as hospitality, food and beverage, spa and wellness, membership clubs, brand partnerships, and performance venues. Marketing Studio provides a suite of services, including pre-opening sales strategy, launch brand positioning, relaunch marketing strategy, as well as marketing strategy and management services for operating hotels.

Creative Studio

The Creative Studio provides comprehensive brand and creative services to independent, soft-branded, and branded hotels, resorts, and their outlets. Our services include branding development, strategic marketing, pre-opening brand and marketing strategy, relaunch and repositioning, brand-aligned OS&E development support, guest experience journey mapping, collateral and graphic materials, creative direction, photography and videography, editorial strategy, budgeting, and RFP support for sourcing the right partner agencies, including PR, social media, purchasing, interiors, and uniforms.

Culinary & Beverage Studio

Delivering the supporting framework, planning, and execution for ongoing F&B operational and concept success, the Culinary & Beverage team adds objective and experienced expertise for owners seeking to bring new assets to life, improve existing hospitality operations, or evolve their commercial offerings to the next level. Bringing drinking and dining destinations from concept to execution, we provide an array of services including creative concept development, chef/operator partnerships, community outreach, and licensing, recruiting and on-boarding, food and beverage menu development, opening strategy execution, budget review, and profit and loss analysis.  

Operational Expertise

Owners that choose to become part of Echelon enjoy a full-service infrastructure including technical, development, finance, accounting, support and operations. Our dedicated team of in-house engineers, designers, construction managers, and project managers focuses on value creation while pushing the boundaries of hospitality design. Through our hotel management operations, we closely collaborate with brands and have a longer-term outlook during the development process. We are entrepreneurial in our opportunistic approach, and we are execution-oriented while serving the reporting and timing needs of an institutional investor.

Commercial Services

Echelon's hotels and resorts offer a dynamic platform that drives enhanced brand performance. Our proactive revenue management and eCommerce teams identify trends early in the cycle and maximize local demand opportunities. Our sales and marketing team leads with an action-plan focus utilizing their background in direct sales to top-producing group and business travel customers as well as their participation in nationally-recognized advisory boards. 

Independent Collection Hotels & Resorts

Exclusively for Echelon’s independent hotels, Independent Collection Hotels & Resorts goes beyond the hotel’s individual reach to offer enhanced marketing support.  Independent Collection drives incremental revenue to its hotels and resorts through its website, email marketing, social media, and collection off-site event and partnership activities. Learn more at www.independentcollection.com.

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