The Plasencia Group

What The Plasencia Group does

The Plasencia Group is a privately held, family-owned hospitality investment advisory firm headquartered in Tampa, Florida, founded in 1993 by Lou Plasencia. The firm provides investment sales, asset management consulting, owner representation, capital markets (debt and equity placement), and development management consulting services to banks, servicers, insurance companies, pension funds, REITs, private equity firms, and private owners of hotels, resorts, and golf courses across the United States, Canada, and the Caribbean. The core "product" is bespoke advisory work — portfolio and single-asset strategy, dispositions (including short sales and Section 363 sales), hotel valuation, contract compliance, refinancing, and PIP/renovation advisory — delivered by a senior team that includes the founder, three Managing Director sons, additional Senior Managing Directors, and VPs covering strategic consulting and owner representation. There is no software or technology product; the underlying platform is a relationship-driven professional services model supported by a national footprint of seven U.S. offices. The firm is WMBE-certified and counts Apollo, Blackstone, Carlyle, Goldman Sachs, MetLife, Host Hotels & Resorts, HEI, and HighGate among disclosed clients, with cumulative transaction volume measured in billions of dollars across 25+ portfolios and 33,000+ rooms.

Name

The Plasencia Group

Legal name

The Plasencia Group

Website

https://tpghotels.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

The Plasencia Group is a family-owned, Tampa-based hospitality investment advisory firm providing transaction, asset management, owner representation, and capital markets services to hotel owners, lenders, and institutional investors across North America.

Ownership category

akta.pro rank

Product category

Hospitality Investment Advisory

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Hospitality (Hotels & Resorts) Asset Management (BPAJAMAE)

akta.pro secondary industries

Institutional Consultants & Fiduciary Management (Investment Consulting) (FSAAAGAJ), Capital Markets Advisory (IPO Readiness, SPAC, ECM/DCM Advisory) (BPAHAOAL)

Keywords

• Hospitality investment advisory
• Hotel brokerage services
• Asset management consulting
• Capital markets advisory
• Owner representation services

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Advisory and Consulting Fees: The firm provides lodging investment services including portfolio and individual asset strategy, dispositions, short sales, Section 363 sales, owner representation, asset management, hotel valuation, contract compliance, debt and equity placement, development services, and financial and strategic planning.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

The Plasencia Group is a national hospitality investment advisory firm providing sales and disposition services, asset management consulting, owner representation, and debt and equity placement for hotels, resorts, and golf courses across the United States, Canada, and the Caribbean. The firm serves banks, servicers, insurance companies, pension funds, real estate investment trusts, and private owners with portfolio strategy, dispositions, short sales, Section 363 sales, contract compliance, and development services.

Product overview

The Plasencia Group is a full-service lodging investment advisory firm offering transaction services, capital markets, owner representation, and development management consulting services. The core offering consists of Sales & Investments (disposition and acquisition services), Advice & Consulting (asset management and advisory), Owner Representation (hands-on asset oversight), and Debt & Equity (capital markets financing). An additional module, Development Management Consulting, provides advisory on renovation and construction projects. The firm does not offer a software product; all offerings are professional advisory services.

Differentiator

Problem solved

Functional benefit

Products and services

• Sales & Investments
• Advice & Consulting
• Owner Representation
• Debt & Equity (Capital Markets)
• Development Management Consulting

Quantifiable outcome

• Over $2 billion in transactions closed by individual directors

Named customers22 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• HEI Hotels & ResortsminorChannel Partner/ Reseller/ DistributorHEI Hotels & Resorts operates as a management company for hotels. In transactions, HEI may be involved as the continuing operator after property sales. The firm has worked with HEI on various hotel transactions.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• CBRE Hotels & Hospitality: CBRE's Hotels & Hospitality group is part of the world's largest commercial real estate services firm. It competes across the full stack — investment sales, debt/equity placement, owner-rep, valuation — for the same institutional lodging clients as The Plasencia Group, with materially larger teams and capital-markets distribution.
• Colliers Hospitality: Colliers' Hospitality practice offers investment sales, valuation, and consulting for hotel and resort assets across North America. It is part of a larger diversified CRE platform but competes with The Plasencia Group for institutional lodging mandates.
• JLL Hotels & Hospitality Group: JLL's Hotels & Hospitality practice offers investment sales, capital markets, asset management, and owner-rep advisory globally. It is a broad incumbent peer that competes with The Plasencia Group on institutional disposition and owner-rep mandates.
• Newmark Hospitality Group: Newmark (formerly NKF) operates a dedicated Hospitality practice offering investment sales, debt placement, and consulting. It competes with The Plasencia Group for hotel transaction mandates and is part of a larger diversified CRE platform.
• Avison Young Hospitality: Avison Young's Hospitality group provides investment sales, capital markets, and consulting for hotels and resorts. It is a global CRE firm that competes with The Plasencia Group for institutional and private-owner lodging mandates in North America.
• Savills Hotels & Leisure: Savills' Hotels & Leisure team provides investment advisory, valuation, and owner-rep services globally. It competes with The Plasencia Group for cross-border institutional hospitality mandates and brings international capital-raise distribution.
• Cushman & Wakefield Hospitality: Cushman & Wakefield's Global Hospitality team provides investment sales, valuation, and consulting services to hotel owners and lenders. It competes head-to-head with The Plasencia Group for institutional and REIT lodging mandates as part of a large global CRE platform.

Direct peers

• HVS: HVS is the dominant hotel-focused valuation, consulting, and investment advisory firm globally. It is the most direct functional peer to The Plasencia Group, sharing the same hospitality-only focus, owner-rep / consulting / valuation service mix, and institutional client base.
• Eastdil Secured: Eastdil Secured is a leading real estate investment bank with a substantial hotel and lodging capital-markets practice. It competes with The Plasencia Group for institutional disposition, debt placement, and large portfolio sale mandates from REITs, private equity, and pension funds.
• AKS Capital Partners: AKS Capital Partners is a boutique hotel investment bank specializing in hospitality M&A and capital markets. It is a closely comparable boutique peer to The Plasencia Group in scale, focus, and institutional client profile.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-plasencia-group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Plasencia Group