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National presence. Local knowledge. Exclusively hospitality.

Our Services


The Plasencia Group offers a full range of value-added solutions, including portfolio and individual asset strategy, asset monitoring, property valuation analyses, asset management, contract compliance, hotel development and construction management, and financial and strategic planning.

Sales & Investments

Since 1993, The Plasencia Group has been a national leader in hospitality investment transactions. The Plasencia Group provides personalized investment services to life insurance companies, banks and pension funds, real estate investment trusts, and other owners of hotels, resorts, and golf courses throughout the United States, Canada, and the Caribbean. The Plasencia Group’s principals have completed billions of dollars in hotel transactions in their combined careers and have executed some of the most challenging and complicated trades in the marketplace. Over the years, our professionals have worked with nearly every major brand, property type, operator, and ownership group in the lodging investment arena.

Much of The Plasencia Group’s transaction experience has been in portfolio engagements. The firm excels in targeting the most qualified investors for large-scale deals. We have been engaged to handle the sale of over 25 different hotel portfolios and debt instruments consisting of more than 33,000 hotel rooms located in 21 states.

Services Include:

  • Dispositions
  • Acquisitions

Westin Tampa Bay

Tampa, FL | 252 Keys

SpringHill Suites & Residence Inn Clearwater Beach

Clearwater Beach, FL | 255 Keys | Key International

W New Orleans French Quarter

New Orleans, LA | 97 Keys | Park Hotels & Resorts

Advice & Consulting

Our team provides extensive experience in assisting hotel owners and lenders in the evaluation of their assets and the development of comprehensive portfolio and individual property strategies focusing on profitability even under the most challenging market conditions.

Having been through five separate economic cycles, The Plasencia Group is able to offer clients a menu of proven consulting and advisory services for both individual properties as well as portfolios. Additionally, the firm’s senior associates each bring decades of hospitality experience as either hotel owners or operators, or lenders to the industry.

Services Include:

  • Owner Representation
  • Asset Management
  • Development Management
  • Operator Contract Compliance
  • Partnership Guidance

Owner Representation

Our seasoned Owner Representation veterans serve as the owner’s expert eyes and ears on the ground, combining successful best practices, operational benchmarking, and a thorough, hands-on approach to managing the hotel’s operations. In addition to overseeing hotel and resort operations, our team of hotel experts can also manage acquisition underwriting processes, direct the selection of a new operator, assist in rebranding, assess labor and staffing, negotiate PIPs and plan major renovations, among other hotel ownership activities. We seek to uncover upside potential and eliminate profits leakage in any hotel or resort investment.

Top-level services our Owner Representation services focus on include:

  • Asset Oversight
  • Operational Efficiency
  • Lender Services
  • Development & Renovation Management

Learn more about our Owner Representation services.

Asset Management

Using the combined experience of our team of operations professionals, many of whom have been overseeing portfolios of hotels and resorts for decades, we seek to uncover upside potential and eliminate value leakage. If warranted, we offer suggestions that might encompass meaningful operational and physical changes that benefit ownership for the long term. Our team prepares a specific set of action plans, and mentors the property staff to improve hotel operations. Factors that we monitor during an asset management engagement include:

  • Revenue generation
  • Expense management
  • Profit maximization
  • Market positioning
  • Management proficiency and ability
  • Performance benchmarking
  • Brand affiliation
  • Evaluation of physical plant and property condition
  • Capital budgeting and planning
  • Transition of the property from one management company to another

Learn more about our Asset Management services HERE.

Development Management

The Plasencia Group offers a comprehensive menu of services to individuals and companies investing in hospitality assets. Owners, architects, engineers, real estate attorneys, franchisees and management companies and other industry professionals have all recommended the expert counsel of The Plasencia Group to their clients in order to successfully navigate the many unique and often complex components of a hospitality renovation or development project.

Our team’s extensive experience in the hospitality industry, coupled with an in-depth knowledge of hotel operations, translates into proven strategies and processes to carefully manage the client’s development or renovation investments from project inception to completion. The firm’s team of professionals is comprised of experienced problem-solvers who can provide guidance on a range of issues, including:

  • Total project administration
  • Budget & schedule management
  • Contractor & consultant negotiation
  • Design process management
  • Brand negotiation
  • Procurement management

Learn more about our Development Management Consulting offering HERE.

Critical questions for Hotel and Resort Owners

Below is just a sampling of some of the key questions owners and investors of hospitality assets should be asking. Do you have the experience and expertise to know what questions to ask? Reach out to our expert team of Owner Representatives today for more information on how we can help.

  • What steps have you put in place to ensure that your hotel management team is always performing with your best interest in mind?
  • Is your manager taking proactive steps to maximize your hotel’s revenue potential?
  • Does your manager have a defined plan in place to maximize your hotel’s bottom-line profits?
  • Does your manager have established plans in place to maximize cashflow?
  • What specific steps is your manager taking to actively protect your asset?

Sable at Navy Pier Chicago

Chicago, IL | 223 Keys | ACRON AG

Kimpton Overland Hotel – Atlanta Airport

Atlanta, GA | 212 Keys | ACRON AG

Loews Atlanta

Atlanta, GA | 414 Keys | MetLife Real Estate Investors

Debt & Equity

The Plasencia Group’s Capital Markets division leverages long-standing relationships with a multitude of lenders and institutional providers of debt and equity, allowing clients to consummate transactions and growth strategies under the most advantageous terms. Our team specializes in orchestrating the refinancing of maturing debt pieces and the restructuring of existing instruments. The division focuses exclusively on hospitality properties, thus offering clients invaluable insight in a very specialized area that includes the underwriting of operating businesses. The relationships, expertise and proficiency of The Plasencia Group’s professionals are essential to the achievement of client goals.

Services Include:

  • Equity Sourcing
  • New Debt Placement
  • Refinancing Services
  • Restructuring of Existing Debt

The Vinoy® Renaissance St. Petersburg Resort & Golf Club

St. Petersburg, FL | 362 Keys | SCG Hospitality

The Beverly Hilton

Beverly Hills, CA | 569 Keys | Oasis West Realty

Amelia Island Plantation

Amelia Island, FL | 362 Keys | Amelia Island Corporation

Connect with a member of The Plasencia Group today and learn what we can bring to your table.