About Us
At ROI Hotel Consulting LLC, we are dedicated to empowering hospitality businesses to achieve exceptional performance through insight-driven strategy, operational excellence, and measurable results. Founded by seasoned hotel operations professionals, ROI Hotel Consulting combines decades of executive experience across global hotel brands with a deep understanding of ownership goals, brand standards, and guest expectations. Our mission is to partner with hotel owners, operators, and management companies to unlock the full potential of their assets — optimizing revenue, improving guest satisfaction, and driving long-term profitability. We approach every engagement with integrity, precision, and a collaborative spirit, delivering solutions that turn data into direction and strategy into sustained success.
Darla J. Rosenfield, CHA, CHRM, CHIA
Owner / Consultant
Darla J. Rosenfield is a nationally recognized hotel operations and brand strategy expert with over two decades of leadership experience across premier hospitality brands. Based in the Dallas-Fort Worth Metro Area, Darla brings a proven track record of driving revenue growth, elevating guest satisfaction, and transforming hotel portfolios through data-driven insights and visionary leadership.
As a former Regional Director, Franchise Operations at Wyndham Hotels & Resorts, Darla oversaw a $500M+ portfolio of 600+ properties and led a team of 8 professionals to achieve success by spearheading initiatives that delivered consistent year-over-year revenue and RevPAR Index growth, Guest Experience, and RevPAR improvement.
Prior to Wyndham, Darla served as Regional Director of Operations at Interstate Hotels & Resorts (now Aimbridge Hospitality), where she led multi-brand portfolios including Choice, Marriott, Hilton, Hyatt, and IHG. Her expertise in P&L mentorship, property improvement planning, and new hotel openings and construction positioned her as a trusted leader during periods of economic uncertainty and brand evolution. She has hands-on experience in branded and non-branded full-service, select-service, boutique, and economy sites as well as tenure working directly with management companies, private ownership, and corporate brand stakeholders. She has served various properties as Regional Manager, Dual General Manager, General Manager, Director of Sales, Catering Manager, and Front Office Manager in small and major market locations.
Darla’s collaborative consulting approach blends operational precision with brand storytelling, empowering hotel owners and executive teams to unlock performance potential. She earned her hospitality degree at the University of Houston after attending Arkansas Tech University; she is a Certified Hotel Administrator, Certified Hotel Revenue Manager, and Certified in Hotel Industry Analytics. Her toolkit includes advanced proficiency in multiple brands Property Management Systems and portals.
Whether guiding asset repositioning, optimizing franchise operations, or mentoring leadership teams, Darla delivers results with integrity, innovation, and a relentless focus on overall hotel metric achievement.
Mike Bethel
Consultant | Hotel Operations & Franchise Performance Strategy
Mike Bethel is a seasoned hospitality operations consultant with over two decades of experience driving franchise performance, optimizing hotel operations, and building strategic partnerships across global brands. A former Regional Director of Franchise Operations for Wyndham Hotels & Resorts, Michael has led large-scale operational initiatives across portfolios exceeding 450 properties — empowering franchisees to achieve measurable growth in revenue, guest satisfaction, and brand compliance.
Known for his analytical leadership style and collaborative approach, Mike combines data-driven insights with field-level practicality to help owners, operators, and leadership teams improve performance outcomes. He has designed proprietary Excel-based KPI tools and contributed to the development of NextGen Analytics, a business intelligence platform integrating revenue, occupancy, satisfaction, and quality metrics to identify performance opportunities with precision.
As a trusted advisor and brand champion for Ramada and Travelodge, Mike has worked closely with franchise advisory boards to elevate brand standards and enhance franchisee engagement. His consulting philosophy emphasizes clarity, accountability, and sustainable performance through partnership.
Mike holds a Bachelor of Science in Aviation Sciences from Oklahoma State University, along with professional certifications including CHIA (Certified in Hotel Industry Analytics) and CRME (Certified Revenue Management Executive).
Areas of Expertise:
Franchise Operations • Performance Strategy • Full Service, Select Service & Extended Stay Management • Revenue Growth • Data Analytics • Brand Engagement • Change Management • Coaching & Leadership Development
