James E. Roos

Independent Hospitality Advisor to Owners, Investors, Management Companies, and Family Businesses

Major hotel decisions shape the value of an asset for years—sometimes for generations.

Whether you are developing a new hotel, repositioning an existing property, selecting a management company, planning for ownership succession, or simply seeking an experienced second opinion, independent advice can help you avoid costly mistakes and identify opportunities others may overlook.

For more than four decades, I have helped hotel owners, investors, developers, lenders, management companies, and businesses make informed decisions that strengthen operations, protect capital, and create long-term value.

My advice is objective, confidential, and aligned with one interest—yours.

Executive Leadership That Few Advisors Can Match

My career includes executive leadership and board service with some of the hospitality industry’s most respected organizations:

• President, Ayres Hotels

• President and Chief Operating Officer and Director, Candlewood Hotel Company (NASDAQ: CNDL)

• Executive Vice President, Posadas USA

• Vice President, Holiday Inn Worldwide

• Vice President, Hampton Inns

These executive and board leadership roles provided hands-on experience in virtually every aspect of hotel ownership and operations, including:

• Corporate governance and fiduciary oversight

• Hotel development and new construction

• Acquisitions and dispositions

• Brand selection and franchise strategy

• Capital planning and investment analysis

• Operations and asset enhancement

• Organizational leadership

• Strategic planning

• Family business governance

• Executive mentoring and succession planning

• Application of artifical intelligence (AI) to strengthen research, analysis, and executive decision making.

The advice I provide today is built on decades of executive leadership, board governance, practical experience, and decision-making in real-world situations—not theory. While my advice is grounded in decades of executive leader

When Owners Call Me

Owners typically engage me when they are facing decisions that could significantly affect the future of their hotel or investment.

Typical assignments include:

• Developing a new hotel or resort

• Repositioning or renovating an existing property

• Evaluating hotel brands or management companies

• Improving operating performance

• Preparing a hotel for sale or evaluating an acquisition

• Planning ownership or leadership succession

• Navigating family business challenges

• Reviewing major capital investment decisions

• Obtaining an experienced, independent second opinion before moving forward

Sometimes the most valuable advice is confirming that you are already on the right path.

Other times, one conversation can prevent an expensive mistake.

Family-Owned Hotel Companies

Family-owned hotel businesses are different.

They require more than financial analysis and operational expertise. They require an understanding of family dynamics, governance, succession planning, and the delicate balance between preserving relationships and making sound business decisions.

During my years as President of Ayres Hotels, I worked closely with three generations of family ownership, helping guide one of California’s most respected family-owned hotel companies through growth, organizational change, succession planning, and long-term strategic decisions.

Along the way, I learned that successful family businesses involve far more than owners alone. They include spouses, partners, siblings, cousins, in-laws, trusted executives, board members, and the many personal relationships that inevitably influence important business decisions.

Helping families preserve both their business and their relationships is an art—not a science.

That experience enables me to advise family-owned hotel companies and individual hotel owners with objectivity, discretion, and practical judgment.

Why Clients Choose Roos Hotel Advisors

Clients value independent advice from an executive who has spent a career helping hotel owners make some of their most important decisions.

I don’t represent hotel brands or management companies.

I represent owners.

Every recommendation is based on what I believe best serves your investment—not someone else’s agenda.

Every engagement begins by understanding your objectives, identifying opportunities and risks, and providing practical recommendations grounded in decades of executive leadership and hospitality experience.

My goal is straightforward:

Help hotel owners make better decisions while avoiding expensive mistakes.

About Jim Roos

Throughout my career, I have been privileged to work with some of the hospitality industry’s finest organizations while remaining committed to one guiding principle:

Successful hotels are built on sound leadership, disciplined execution, exceptional guest experiences, and ownership strategies that create lasting value.

In addition to serving as President of Ayres Hotels and President and Chief Operating Officer and Director of Candlewood Hotel Company, I have worked with family-owned hotel companies, institutional investors, lenders, developers, and individual hotel owners throughout my career.

Today, through Roos Hotel Advisors, I continue that commitment by serving owners who value independent thinking, candid advice, and practical solutions grounded in experience.

Let’s Start the Conversation

Whether your project is in the planning stages, under construction, operating successfully, or facing unexpected challenges, I welcome the opportunity to discuss your objectives in a confidential conversation.

There is no obligation—just practical advice from someone who has spent a lifetime helping hotel owners build stronger businesses and more valuable assets.

Jim Roos
Roos Hotel Advisors

Phone:+1 (949) 903-0772

Email: jim@rooshotels.com

Helping hospitality leaders make better decisions for more than four decades.