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Enhancing Value. Preserving Assets.

A Full Suite of
Lodging Advisory Services


The Plasencia Group offers strategic asset management and property oversight services to hotel and resort owners and investors who seek active and focused supervision to preserve and enhance their assets’ values. The firm’s clients include major life insurance companies, pension funds, and high-net-worth individuals and family offices. These clients have realized the value of the unvarnished advice of a seasoned asset manager who watches over operations, and provides an analysis of the investment, all the while keeping a finger on the pulse of both capital markets and the long-term value of the investment.

Our role is to help hotel owners increase the value of a particular asset or their wider portfolio in line with their business objectives. Our expert team of senior hotel asset managers is partnered with the owners of leading international luxury hotels and resorts. We’re uniquely experienced on ‘all sides of the table’ – operations, ownership and asset management – and our global reputation is built on a cutting-edge understanding of the tourism industry, as well as industry-leading expertise relating to the latest hotel asset management techniques.

The Plasencia Group’s full-suite of Asset Management services
including strategic, financial, operational and physical.

Asset Management from All Perspectives


Owner Representation

  • Develop strategic vision for hotel property or portfolio
  • Brand / Operator Overview
  • Capital Expenditure review, planning and benchmarking
  • Assistance in negotiating management contracts
  • Align property management with ownership
  • Investment goals

Sales, Marketing & Revenue Management

  • Review sales processes and structure
  • Evaluate and maximize resource efficiency
  • Review hotel positioning
  • Benchmark against the competitive set
  • Review pricing strategy for rooms, food & beverage and conference venues

Operational Efficiency Optimization

  • Establish a Performance Management System for hotel leadership
  • Review property maintenance for quality control
  • Establish training processes for hotel management
  • Review all SOPs, F&B concepts
  • Operations audit with key focus on guest touch-point areas

Financial Performance Review

  • Review number and sizes of suppliers
  • Review uniqueness of service
  • Review ability to substitute
  • Review cost of supplier replacement

The Plasencia Group manages all aspects of an asset’s operations
through strong and constant communication with ownership.

Our Targeted Approach


We take a targeted approach to working with all our clients. That means we’re fully dedicated to providing a high-level, independent and personal service while representing our clients’ best interests at all times. When we decide to take on a client or a specific project, we always give preference to those opportunities which may lead to long-term personal relationships. This allows us to build a detailed understanding of the minutiae of our clients’ assets and their business objectives, while bringing our uniquely tailor-made advice to the table.

We select our clients and the projects on which we work to create lifelong relationships, and we are fully committed to your business to obtain the best results possible.

We analyze your needs, design the necessary action plan, advise and operating executive team on how to implement it successfully. We provide support in marketing and sales, strategic positioning, revenue management, social media and guest reviews in order to draw up the appropriate plan to meet your sales targets as soon as possible. Through our advice and management of your assets, we ensure investors will obtain a much higher return, above-average revenues and greater flow through. Either by managing your hotels, repositioning your hotels as independent brands, the proposal of forming part of the appropriate hotel chain or incorporating it under the umbrella of a leading brand from the hotel sector. Hotels are medium to long-term investments where relationships between the owner, the operator and the team on the ground are extremely important. We believe that our main role is to create an environment in which the three parties can thrive and develop, as only then can we achieve a maximum valuation of the asset.

The Plasencia Group sets and achieves performance goals
for managed assets over each property’s lifecycle.

Case Studies

Hilton Dallas Southlake
Town Square

Dallas, Texas

In the face of the COVID-19 pandemic, The Plasencia Group represented a private owner and achieved
the highest per-key price in Texas in 2020.

View Case Study

Renaissance Vinoy Resort
& Golf Club

St. Petersburg, Florida

A brief intro about the Case Study…

View Case Study


Hollywood, California

A brief intro about the Case Study…

View Case Study

Representative Engagements

Loews Hollywood

Hollywood, CA | 628 Keys

Islander Resort

Islamorada, FL | 139 Keys | Hobbs & Curry

Hilton St. Petersburg Carillon Park

Hilton St. Petersburg Carillon Park

St. Petersburg, FL | 227 Keys | Hobbs & Curry

Hilton Dallas Southlake Town Square

Hilton Dallas Southlake Town Square

Southlake, TX | 248 Keys | Hobbs & Curry

The Ritz-Carlton Fort Lauderdale

Loews Atlanta

The Vinoy Renaissance St. Petersburg Resort & Golf Club

JW Marriott Marquis Miami

Miami, FL | 313 Keys | MetLife Real Estate Investments

Westin Book Cadillac

Detroit, MI | 453 Keys | Ferchill Group

Our Asset Management Team

Our experience can make your lodging investment strategy more successful. Get in touch with one of our Florida lodging investment professionals to discuss your holdings anywhere in North America.

Senior Vice President – Owner Representation

Tony Haddad

Miami, Florida | Industry Tenure: 32 Years

Tony Haddad has been active in the hospitality finance arena for the past three decades. Tony brings to the table years spent in hotel operations working as Director of Finance and as a regional executive responsible for a portfolio of hotels for Marriott International. Tony has extensive experience in domestic and international hotels in the Caribbean, Mexico and Central and South America.

After leaving Marriott, Tony formed his own asset management and consulting firm, Thames Associates, LLC.

In 2013, he became part of The Plasencia Group’s team. He holds a B.B.A. degree from the McCombs School of Business at The University of Texas at Austin. A dedicated cyclist, he kicks off each workday with a group bike ride through suburban Broward County and also enjoys riding his motorcycle on the weekends.

“You’re dealing with an industry that caters to happy people on vacation. It’s multifaceted and always changing. There’s creativity and design. You walk into something new, you learn about it, you opine about it and then move onto the next one.”

Senior Vice President – Owner Representation

Michelle Hayes

Dallas, Texas | Industry Tenure: 41 Years

Michelle Hayes has worked in virtually every facet of hotel operations throughout her nearly four decades in the lodging industry. She joined the firm after a successful career with FelCor Lodging Trust, one of the nation’s largest hotel real estate investment trusts. As Vice President of Asset Management at FelCor, Hayes was responsible for overseeing a portion of the company’s portfolio of Doubletree, Embassy Suites, Hilton, Marriott and Sheraton hotels as well as independent hotels. Michelle also has extensive multi-faceted resort experience in South Carolina and Florida specifically.

Prior to her joining FelCor, Ms. Hayes was a general manager for Starwood Hotels and Resorts managing numerous hotels for 15 years. These hotels included Sheraton Suites Alexandria and the Sheraton Gateway hotel in Atlanta, Georgia, in addition to the Sheraton Wardman Park in Washington DC. During her tenure with Sheraton, she was the recipient of the company’s President’s Award and Employee Satisfaction Award. In addition, Ms. Hayes was a member of Sheraton Corporation’s Chairman’s Club and Marketing Board of Directors.

Ms. Hayes received a master’s degree in management and finance and a bachelor’s degree from Murray State University in Murray, Kentucky. She also has received the designation of Certified Hotel Administrator (CHA) from The Educational Institute. Michelle has since completed the Cornell Business School Certification for Real Estate and Asset Management.

“The hotel business is really a simple business in many ways, although we often try to complicate it unnecessarily. Financial acuity is certainly critical, but focusing on people with compassion and empathy will always create value in the end”

Senior Vice President – Owner Representation

Gary Isenberg

Tampa, Florida | Industry Tenure: 41 Years

Gary Isenberg joined The Plasencia Group in the summer of 2022 with more than 35 years of diversified hospitality real estate experience in hotel management, development, finance, and asset management. Over his extensive career in hospitality real estate, Gary has overseen more than $15 billion of hotel investments, spanning all major brands, all chain-scales and hotel asset classes, and a wide variety of independent and boutique hotel properties.

Gary received a Bachelor of Science in Business Management with minors in Corporate Finance and Information Systems from Fairleigh Dickinson University. Thereafter, he accepted a position with ITT Sheraton as a corporate trainee. During his tenure, he rapidly earned increasingly responsible positions through mergers and acquisitions at both the corporate and property level.

Gary subsequently was recruited to join Field Hotel Associates (FHA), a privately-held hotel development, ownership and management company, as General Manager of its flagship property. Soon, he was promoted to Executive Vice President of Hotel Operations, then to Chief Operating Officer. During his tenure at FHA, Gary led the development and opening of hotels, spearheaded several reorganizations, repositioning and recapitalizations, as well as numerous revenue-generating and cost-cutting initiatives.

In 2011, Gary joined forces with LWHA and launched the firm’s asset management division, responsible for developing and growing asset management clientele. Gary grew the platform to over 50 hotel properties under management nationwide, along with the widespread execution of advisory services.

Find out more about our Asset Management services and how we can help with your property.