Ross Woods is a hotel investment strategist and advisor with more than 30 years of global experience spanning the full hospitality investment life cycle — from acquisition and development through operations, optimisation, and eventual disposition. Based in Bali, he works across Indonesia and Southeast Asia, advising developers, owners, operators, lenders, and policymakers on how to design and govern hospitality assets for long-term, risk-adjusted value.

Ross is the Founder and Head of PT Hotel Investment Advisory, a boutique consultancy specialising in feasibility studies, investment strategy, asset management, and destination-level analysis. His work covers luxury resorts, eco-lodges, wellness-resorts, branded residences, and mixed-use hospitality developments, with a particular focus on aligning design intent, operational realities, and capital discipline across each stage of the asset life cycle.

Before relocating to Indonesia from New York, Ross held senior roles at PricewaterhouseCoopers in New York and Prudential Real Estate Investors, where he was responsible for strategic oversight and asset management of hotel portfolios. He was also an Adjunct Professor at New York University, where he taught statistics and quantitative analysis for hospitality and real estate students.

Ross is known for combining measurement and meaning — bringing rigorous, data-driven frameworks to questions often treated qualitatively in hospitality. He frequently notes that ideas only become truly actionable when they can be expressed, tested, and compared through numbers, probabilities, and scenarios. His work integrates quantitative risk analysis with broader questions of place, intention, and stewardship.

Through both advisory work and writing, Ross explores how hospitality can move beyond volume-driven growth toward models grounded in clarity, restraint, and enduring value.