CEO-Level Advisory for Hotels and Businesses
Empowering Leaders.
Elevating Hospitality.
• Focus your time on growth, not daily chaos
• Build consistency across teams and locations
• Increase profitability through clear operational insight
Focus your time on growth,
not daily chaos
Build consistency across teams
Increase profitability
Problems We Solve
We work with you when you are…
Juggling Too Much as the Owner
“Between managing daily operations, handling guest issues, and thinking about long-term strategy, I’m stretched thin. I know where I want my property to go, but it’s hard to focus on growth when I’m buried in the day-to-day.”
Lacking Profitability
“Expenses keep climbing, and I can’t pinpoint exactly where the leaks are. I know we’re leaving revenue on the table, but I don’t have the clarity to fix it.”
Not Aligned with Your Management Teams
“There are no consistent systems, just habits. Service varies depending on who’s on duty, and my managers are constantly reinventing the wheel. I need structure and accountability that actually sticks.”
Reacting Instead of Leading
“Whether it’s guest complaints, maintenance surprises, or staffing issues, I’m always reacting instead of leading. I want time to think strategically, but I don’t have any.”
Don’t Have the Expertise
“Whether it’s staffing levels, pricing strategy, or capital investments, I feel like I’m making educated guesses instead of data-driven calls.”
Feeling Unsupported in Leadership
“There’s pressure to have all the answers, but sometimes I just need a trusted perspective — someone who understands the business and can help me make confident decisions.”
Small Businesses, Tourism Offices & Independent Hotels
Meet Our Founders
Our Services
What We Do For You
Owner’s Oversight Arm
We are the “eyes and ears” of ownership, reviewing and approving P&L decisions, payroll, contracts and strategic actions. We make recommendations, and you make decisions as the owner.
This reduces reliance on a management team who is not aligning with your vision. It also provides invaluable CEO-level guidance for independent hotel and business owners. We always make sure that you feel supported and clear on your business’s direction.
Fractional CEO Model
We act as a CEO-level presence on-demand. We are not embedded as staff, but rather as guiding management at the highest level.
This model provides professional executive leadership at a fraction of the cost of a full-time executive team, and gives you the support you need.
Direct Brand & vendor Negotiations
We speak directly with corporate brand entities and other third parties (vendors, technology providers, contractors) on the owner’s behalf.
This ensures franchise agreements, vendor contracts, and technology selections are negotiated from a position of expertise.
Operational and Strategic Alignment
We consult and advise rather than manage. This means that we do not run the front desk or clean rooms. Instead, we guide and hold your leadership team and staff accountable for performance.
This approach leads to better use of existing staff, reallocation of labor to higher-value tasks, and measurable improvement in guest satisfaction.
Exit-oriented Strategy
Our focus is always on ownership’s endgame: maximizing asset value for a potential future sale.
This helps you position your property for long-term value and sets you up for an easier experience in the future.
Our Process
5 Steps to Success
Discovery Call and/or Site Visit (Free)
Our strategic alignment call ensures that we understand your unique needs and challenges.
It includes:
- Comprehensive business profile intake
- Initial opportunity and value identification
- Partnership and value fit assessment
Company Diagnostic
This is an in-depth analysis of your operations, brand, financials, and team.
A few of the stand-outs that we look for:
- Strategic sales process optimization
- Data-driven rate and revenue management
- Strategic brand positioning and pricing alignment analysis
- Evaluate executive and management talent for capability, fit, and impact.
- Analyze whether your operations, people, and systems support your long-term strategy
Recommendations & Strategy Development
We present our findings and share our tailored, strategic plan for your business. This includes a strategic implementation roadmap and collaborative action planning.
Implementation & Training
Once we dive in, we provide hands-on support in implementing systems, training staff, and driving adoption.
Ongoing Support & Empowerment
As we work together, we provide continuous monitoring, fractional leadership options, and training to ensure sustained success and internal capability building. A sustained relationship is key to fulfilling your success.
Our SOS Framework
What Guides Our Work
Sales
Sales, the first part of our framework, involves support to enhance your lead generation, optimization of client communication, implementation of strategic revenue and yield management, and a customized approach to your market strategy.
Operation Systems
The operation systems section of our framework focuses on providing PMS strategy, developing clear SOPs across departments, strategizing for renovations and capital improvement planning with ROI impact, and prioritizing a tech stack that is instrumental to your profitability.
Service
The final part of our framework, service, works to bridge the gap between ownership and management teams, create exceptional guest experiences, optimize online reputation, and implement sustainable strategies to set you up for long-term success.
About Us
Who We Are and What We Bring to the Table
We are a boutique consultancy founded by hospitality experts—Dr. Bryan Deptula, a leadership and organizational strategist; and Ben Gray, an Executive and specialist in hotel operations and systems.
Our team combines strategic insight, operational rigor, and leadership training to serve independent hotel and business owners who want to optimize, grow, and lead confidently without getting trapped in the weeds of daily management.
Dr. Bryan Deptula, Principal and Co-Founder
Bryan is The Strategist Who Builds Leaders and Elevates Vision
With firsthand experience as a hotel and asset owner himself, Dr. Bryan Deptula understands the pressures of ownership and the importance of aligning people, purpose, and performance.
Bryan is known for transforming how owners and executives lead, and he brings a rare combination of leadership expertise and strategic insight to every engagement.
He helps hotel owners and their teams clarify direction, strengthen leadership, and execute with confidence. As a trusted advisor and fractional CEO, Bryan guides clients through growth, transition, and transformation.
Bryan is a TED speaker, VISTAGE presenter, and author of Leaders Are Born to Be Made.
Ben Gray, Principal and Co-Founder
Ben is The Operator Who Turns Under-Performing Businesses into High-Performing Assets
Ben Gray is recognized for turning underperforming properties into market leaders through hands-on operational excellence and bold repositioning strategies.
A former AHLA National General Manager of the Year and leader of a Wyndham Hotel of the Year, Ben has a proven ability to uncover revenue potential and deliver measurable performance gains. As a GM, Ben led multiple hotels to 95%+ guest satisfaction ratings and market-leading performance.
With more than 15 years in hospitality, he has built and revitalized portfolios through de-flagging, rebranding, and culture transformation—driving an average 25% top-line growth and 15% NOI growth.
Ben has been featured in The Wall Street Journal, Hotel Management Magazine, ABC Nightline, and CNBC Primetime. Delaware also named him one of its top 40 business leaders. He is known for his ability to marry data, discipline, and leadership to achieve lasting results.