National presence. Local knowledge. Exclusively hospitality.

Lone Star State Expertise


With two offices and three principals based in Houston and Dallas, The Plasencia Group has a remarkable foothold in the Texas lodging market. Our experts have served as trusted advisors to their clients with holdings in Texas and elsewhere over three decades.

Key Qualifications

  • Our firm has successfully completed over 100 engagements throughout the State, arguably more than any other lodging investment advisor.
  • The Plasencia Group has conducted transactions in more than forty different cities and towns, many of them submarkets of Texas’ major markets.
  • We’ve worked with more than 60 different clients, representing over 20,000 rooms across every major brand in transaction, asset management, renovation, ground-up development and other strategic consulting engagements.
  • The Texas team has worked on various resorts, full-service and select-service assets in urban cores, suburban submarkets and rural towns across the State.


Review a report highlighting lodging operational performance and investment trends in Texas.


Updated: January 2020


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 four separate economic cycles, The Plasencia Group is able to offer clients a robust 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.

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
  • Principal investments

Learn more about our investment sales services HERE.

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 four separate economic cycles, The Plasencia Group is able to offer clients a robust 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:

  • Asset management
  • Development management
  • Operator contract compliance
  • Partnership guidance

Learn more about our hospitality advisory services HERE.

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

Learn more about our capital markets services HERE.

Representative Texas Engagements

Hilton Dallas Southlake Town Square

Hilton Dallas Southlake Town Square

Southlake, Texas | 248 Keys | Hobbs & Curry

Hyatt Regency Houston Intercontinental Airport

Houston, Texas | 334 Keys | Carlyle Group

Hilton Garden Inn – Dallas Market Center

Richardson, Texas | 125 Keys | Magnolia Lodging

Hotel Indigo San Antonio-Riverwalk

San Antonio, Texas | 149 Keys | LNR Property

La Torretta Lake Resort & Spa

Montgomery, Texas | 445 Keys | Barclays

Hyatt Place Dallas/Grapevine

Grapevine, Texas | 125 Keys | Moody National Companies

Hilton Garden Inn Sugar Land

Sugar Land, Texas | 202 Keys | Alex. Brown Realty

The Adolphus Autograph Collection

Dallas, Texas | 428 Keys | MetLife

DoubleTree Midland Plaza

Midland, Texas | 349 Keys | MeriStar

Hyatt Regency Austin

Austin, Texas | 499 Keys | Redstone Hotels

Omni Marina Tower

Corpus Christi, Texas | 346 Keys | TRT/Omni

Sheraton DFW Airport Hotel

Irving, Texas | 300 Keys | Invesco

Our Texas Team

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

Chief Executive Officer

Lou Plasencia

Tampa, Florida | Industry Tenure: 39 Years

Lou Plasencia is The Plasencia Group’s entrepreneurial leader, an affable host, and a gregarious family man with an ironclad commitment to the hospitality industry. As the firm’s Chairman and CEO, Lou is responsible for business development activities and the oversight of all acquisitions, dispositions, and consulting engagements. He began his career with Hyatt Hotels Corporation over thirty years ago. After his departure from Hyatt, Lou spent a number of years in hospitality investment sales with a major national commercial real estate firm.

A natural trailblazer, the father of three eventually grew weary of the corporate environment and decided in 1993 to launch his own firm – The Plasencia Group, a boutique alternative to corporate hotel brokerage. The close-knit firm was born out of passion and sheer gumption. The oldest of three siblings, Lou arrived in Tampa’s Ybor City as a young Cuban immigrant, living with his family in a one-room apartment. He is the son of cigar factory worker who he says instilled in him the importance of “committing yourself to one thing and doing it better than anyone else.”

As an undergrad at Loyola University in New Orleans, he studied psychology and broadcast media before going on to get his Master’s in Education from Indiana University. After a brief stint in as a Student Affairs administrator at St. Joseph’s University in Philadelphia, Lou landed a job in Hyatt’s sales and marketing department in New Orleans. He eventually returned to Tampa to oversee the development of the Grand Hyatt Hotel on the shores of Tampa Bay and from there, launched a long and storied career in hotel investment sales and consulting.

During his three-plus decades as the face of The Plasencia Group, Lou has steered a plethora of heavy-hitting hospitality deals, including one-off transactions and major portfolio disposition engagements. Over the years, he has brought together owners and investors for the InterContinental Hotels in Chicago and Miami, the Four Seasons in Atlanta, Amelia Island Plantation in Northeast Florida, and the Arizona Biltmore in Phoenix. Recognized for his integrity and deal savvy, he has served as a trusted advisor for MetLife Real Estate Investments, InterContinental Hotels & Resorts, Brookfield Asset Management, and Walton Street Capital. Other transaction and consulting clients include AEW Capital Partners, Bank of America, Blackstone Group, PGIM, and countless high-net-worth hotel and resort owners.

Lou is an active member of the Hospitality Investment Roundtable of the AHLA. He serves on the Boards of Directors of the Florida Council of 100, the Hillsborough County Tourist Development Council, the Advisory Board for Visit Tampa Bay, and chairs the School Advisory Council of St. Lawrence Parish in Tampa. He previously served on the Board of Trustees of Jesuit High School (Tampa).

A longtime resident of Tampa, he is proud to work alongside his three sons (Chris, Nick and John) in the family business. Lou has been married for nearly four decades to his wife Jennifer, with whom he enjoys cooking, traveling and playing “off the grid.” If he doesn’t answer his cell phone, it’s because he’s out fishing or hiking a forest.

“One of my favorite words in my native Spanish is “confianza”. It’s the close trust that builds in a friendship over time. It’s the very real affection we have for our longstanding clients. It’s also something we work hard to earn and, most importantly, it lasts a lifetime.”

Phone:(813) 932-1234


Senior Managing Director

Robert Wiemer

Houston, Texas | Industry Tenure: 28 Years

Robert Wiemer is The Plasencia Group’s resident power broker. As Senior Managing Director of The Plasencia Group’s Southwest Region, Wiemer has a storied reputation among Texas hoteliers. The Houston-based executive has coordinated the disposition of over $2 billion in hospitality sales – more than any other person in the Lone Star State. His greatest hits collection includes the sale of the New Orleans Embassy Suites, Houston InterContinental Airport Sheraton, Houston Galleria DoubleTree Suites, InterContinental Houston Galleria and a portfolio of Marriott-branded hotels in the New Orleans area.

Prior to joining The Plasencia Group in 1994, Robert served as the Director of Asset Dispositions at American General Corporation, where he once again exceled, leading investment sales in hotels, office buildings, retail centers, apartments and industrial investments for brands such as Embassy Suites, DoubleTree, Marriott and Holiday Inn.

The Louisiana native has devoted most of his career to asset management and dispositions. He honed his business acumen managing bank-owned real estate properties, first for First Republic Bank Houston and later for Collecting Bank, NA, a division of First City Bank-Texas. He graduated from Louisiana State University in Baton Rouge with a Bachelor’s Degree in Economics and Master’s of Business Administration.

A straight-shooting Southern gentleman, Robert is a natural extrovert and a rabid New Orleans Saints fan. He spends his free time volunteering at charity crawfish boils around Houston and hunting birds in exotic countries with his four children.

“It doesn’t matter if you’re selling hotels or widgets. The more time you put into it, the better your return. We’re a small firm competing against national and international firms. We excel on the service side. I think we substantially outperform based on our size.”

Phone:(281) 379-2613


Senior Managing Director – Development Management Consulting

Doug Mills

Tampa, Florida | Industry Tenure: 34 Years

Doug Mills grew up in Panama City, Florida, and after a long tenure managing construction projects around the world, many of them in cold-weather climates, he’s finally made it back to the Sunshine State. In February 2020, Doug joined The Plasencia Group as Senior Managing Director of the firm’s Development Management Consulting team.

Doug advises The Plasencia Group’s clients on renovation and new construction projects, including property improvement plans, brand conversions, and property evaluations. He oversees the design construction projects from start to finish, top to bottom. “We orchestrate and manage the process from soup to nuts,” Doug says, “all along making sure it stays within the budget envelope.”

Doug supervises construction managers contracted for each project, which often finds him with boots on the ground at project sites.

Prior to signing on with The Plasencia Group, Doug served as president of Schulte Design + Construction, an esteemed hospitality design, construction and project management firm based in Louisville, Kentucky. During his tenure, he oversaw renovations and upgrades across a variety of top hotel brands, including the Westin in San Francisco, the Moxy New Orleans and the Renaissance Des Moines.

Doug has managed well over a hundred major projects across all asset classes during his 34-year career. He spent more than a decade in Asia, steering projects in Macau (building its international airport), the Philippines (a $5 billion, 300-acre redevelopment of a former U.S. military base) and South Korea (Hansol corporate headquarters), among others.

As a youngster in Panama City, Doug loved building things. He repaired and refinished antique furniture during his teen years. Doug matriculated at Johns Hopkins University in Baltimore, intending to go into the medical field. He changed course and transferred to Tulane University in New Orleans, where he earned a Bachelor of Arts in Architecture and then a Master of Business Administration.

While at Tulane, he met his wife, Marda, who grew up in Michigan. During their courtship, the couple agreed they would settle down in a warm-weather city. But Doug’s first construction management job out of school landed them in Chicago. After the time in Asia, the Mills’ returned to Chicago for six years, then relocated to Louisville.

“It took a while, but I finally made good on my promise of a warm-weather climate,” Doug says of joining The Plasencia Group in its Tampa headquarters and moving to the area.

The Mills’ have three children: one a recent college grad, one a current student at University of Alabama, and one a senior in high school in Louisville.

Doug, who lives in St. Petersburg with Marda, has turned his long-time way with wood into a passionate avocation — building acoustic guitars and ukuleles. He plays both instruments at level he calls “passable.”

Not long ago, Doug took up another hobby — a form of calligraphy called English Round Hand, the style used for the Declaration of Independence. “My form is getting pretty good,” he says. “I want to start sending people little handwritten notes.”

“I was drawn to The Plasencia Group for a lot of reasons, but foremost it was their outstanding long-term client relationships, passion and integrity. Combining my contacts and project experience around the world with the team’s will mean we can take our development management consulting business to the next level.”

Phone:(813) 445-8324


Senior Vice President – Asset Management

Tony Haddad

Miami, Florida | Industry Tenure: 28 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.”

Phone:(954) 217-9112


Vice President

Paul Williams

Dallas, Texas | Industry Tenure: 48 Years

Paul Williams got his start in hospitality the old fashioned way – by working as a front desk clerk at a 63-room motel in Bastrop, Louisiana. A natural people pleaser and self-described jack-of-all-trades, he juggled everything from waiting tables to making maintenance calls. It wasn’t long before the likeable concierge became a full-fledged innkeeper. At the age of 20, he was the Innkeeper of the Holiday Inn in Monroe, Louisiana.

Since then, Paul has scaled the corporate ladder, amassing 48 years of industry leadership at a bevy of high-profile hotel chains. Before joining The Plasencia Group in 2004, he held executive-level positions with Mariner Hotel Group, MHM Hotels, and ITT Sheraton, where he was responsible for overseeing the operation of 34 hotels and 7,000 rooms across the entire Southwest region.

After serving as an executive with Karena Hotels PLC of England, Paul worked in growth management and franchise development at Starwood Hotels and Resorts Worldwide before launching a career in hospitality real estate brokering at Sun Hospitality Advisors.

As Vice President of The Plasencia Group’s Southwest Region, Paul works from Dallas, Texas, supporting investment sales efforts in a market with which he is well acquainted. His time working on the ground floor of hotel operations, specifically in Texas, has given him an edge in sizing up his clients’ competition.

“I know the history in this part of the country,” Paul says. “I can analyze the market and look at competitors from an experience standpoint, instead of just in theory. Being an operator has given me insight that other people don’t have.”

Paul has been married for 45 years. He has two daughters and three granddaughters—six, four and one years of age. A longtime hunter and avid fisherman, Paul loves to spend time outdoors and used to compete in bass fishing tournaments. He likens these angling competitions to landing business deals, in that your success is measured by the size of your catch.


“I know the history in this part of the country. I can analyze the market and look at competitors from an experience standpoint, instead of just in theory. Being an operator has given me insight that other people don’t have.”

Phone:(972) 492-0250


Vice President

John Plasencia

Dallas, Texas | Industry Tenure: 8 Years

The youngest of three brothers, John joined The Plasencia Group in 2014. As one the firm’s Vice Presidents, he works on The Plasencia Group’s Southwest Region investment sales efforts from Dallas. In his role, he guides marketing processes and is responsible for investor solicitation. John has been directly involved in the transaction of well over $1 billion in lodging properties, ranging from high-end select service hotel portfolios to sprawling waterfront resorts.

Prior to joining The Plasencia Group, John worked in both the Feasibility and Business Development departments at Interstate Hotels & Resorts, a global hotel management company that has since merged with Aimbridge Hospitality. Interstate, which was the largest hotel operator in the world, proved the ultimate training ground for an aspiring hotel advisor. During his time with Interstate, John facilitated the procurement of numerous hefty management contracts, in addition to the acquisition of other hotel management companies.

John graduated from Northwestern University, where he studied marketing and played football. He is a loyal patron of Majoria’s Commerce Diner in New Orleans and Terry Black’s Barbecue in Dallas. He is known around the office for pairing business suits with colorful socks. He lives in Dallas, Texas, with his wife Ariel, a broadcast journalist, and Nori, their golden retriever.

“I am lucky to work with our well-established and highly regarded team in Texas,” John says. “In the course of my work, I get to constantly learn while also adding value with the knowledge I’ve gained through years of work in the hotel investment environment.”

Phone:(214) 865-6986