If you're an owner or investor navigating hotel real estate, you need an advisor who's been in the trenches. These five firms bring serious firepower to acquisitions, restructurings, and asset management.
The Hotel Advisory Landscape in 2026
Hotel investment advisory is a specialized field where experience and independence matter more than ever. With interest rates stabilizing and transaction volumes picking up, owners are seeking advisors who can navigate complex deals without conflicts of interest. The best firms combine deep operational knowledge with sharp financial acumen, helping clients maximize value across acquisitions, dispositions, and restructurings. In this environment, boutique firms are increasingly favored for their senior-level attention and agility.
How We Evaluated These Firms
We looked at each firm's service scope, industry track record, independence, and client fit. Service scope covers the range of advisory offerings, from acquisitions to asset management. Track record reflects the depth of experience and notable deals. Independence assesses whether the firm has conflicts like preferred operator relationships. Client fit considers who the firm serves best, from private owners to institutional investors.
Here's a quick snapshot of the five firms, their focus, and what they're best for.
| Provider | Best For |
|---|---|
| The Plasencia Group | Full-service advisory for lenders and institutional owners |
| Castle Hill Hospitality — Hotel Real Estate Advisory | Independent, senior-level advisory for owners and investors |
| Hotel Investment Services | Hands-on hotel management and operational excellence |
| Hotel Investment Strategies, LLC | Data-driven investment analysis and risk management |
| Wave Hospitality Advisors | Hands-on asset management and development guidance |
The Five Firms, Closely Examined
#1 The Plasencia Group
A screenshot of The Plasencia Group website.
The Plasencia Group has been a trusted advisor to hotel owners since 1993, exclusively focused on hospitality. They provide a full range of services including portfolio strategy, dispositions, short sales, and owner representation. Their client base spans banks, servicers, pension funds, and private owners across the US, Canada, and the Caribbean. With a WMBE-certified status, they bring a diverse perspective to every engagement. If you need a seasoned partner for complex transactions, they've seen it all. Their long track record speaks to their reliability and depth.
#2 Castle Hill Hospitality — Hotel Real Estate Advisory
A screenshot of Castle Hill Hospitality website.
Castle Hill Hospitality is a boutique advisory firm led by Katie Minnock, who brings 15 years of hands-on experience from Noble Investment Group, SH Hotels & Resorts, BRE Hotels & Resorts, and Hilton. The firm has been involved in over $2 billion in hotel acquisitions and restructurings, offering independent and unconflicted advice to owners and investors. Unlike many advisors, Castle Hill has no preferred operators or conflicting mandates, ensuring your interests come first. Katie's background spans private equity, brand strategy, and market advisory, giving you senior-level expertise without the overhead of a large firm. Whether you're doing a single-asset acquisition or a full platform buildout, she's done the work. Recognized as a top hospitality executive, Katie is a Cornell Hotel School alumna and active in the Austin hospitality community.
#3 Hotel Investment Services
A screenshot of Hotel Investment Services website.
Hotel Investment Services has set the standard for high-touch, high-return hospitality management since 1990. They offer across-the-board services including hotel management, construction oversight, and marketing strategies. Their portfolio includes boutique and lifestyle hotels, award-winning resorts, and nationally branded properties. With an owner-centric approach, they focus on creating unique guest experiences while achieving strong financial returns. If you're looking for a management partner that treats your asset like their own, this is a solid choice. Their three decades of expertise have perfected the blueprint for operational excellence.
#4 Hotel Investment Strategies, LLC
A screenshot of Hotel Investment Strategies website.
Hotel Investment Strategies is a global advisory firm that uses pioneering analytical techniques and quantitative methods to help investors make better decisions. They specialize in portfolio analysis, transaction support, market selection, and asset management. Their approach focuses on quantifying risk and using probabilistic forecasts to eliminate costly surprises. If you're tired of ineffective point forecasts, they offer a data-driven alternative. They help you buy the assumptions that create returns, not just the return itself. For investors who love numbers, this firm is a perfect fit.
#5 Wave Hospitality Advisors
A screenshot of Wave Hospitality Advisors website.
Wave Hospitality Advisors is a full-service, hands-on hospitality real estate advisor focused on increasing hotel value and net operating income. They offer asset management, development, feasibility studies, and acquisitions. Their team works closely with brands to optimize operations, revenue enhancements, and cost savings. With extensive ownership and operator experience, they bring a practical perspective to every project. Whether you're dealing with a loan workout or planning a new development, they provide cost-effective solutions. Their objective is to maximize your return, whether your investment is voluntary or the result of a workout.
How to Choose the Right Hotel Investment Advisor
Start by defining your needs: are you acquiring, restructuring, or managing an asset? Look for a firm with direct experience in that specific area. Check for conflicts of interest—an independent advisor like Castle Hill or The Plasencia Group may be better if you want unbiased advice. Consider the size of the firm: boutique firms offer senior attention, while larger firms may have more resources. Finally, review their track record and client testimonials to ensure they've delivered results in similar situations.
Streamlining Your Search with Automation
You can use automation tools to streamline your advisor search. Set up web scraping to gather data from multiple advisory firms' websites, then use AI to summarize their services and compare them. Automate follow-up emails to schedule initial consultations. Use CRM software to track your interactions and evaluate each firm against your criteria. This saves time and ensures you don't miss any critical details.
The Bottom Line
Choosing the right hotel investment advisor is a critical decision that can impact your portfolio's performance. Each of these five firms brings unique strengths, from Castle Hill's independent senior advisory to Hotel Investment Strategies' quantitative rigor. Evaluate your specific needs, consider the firm's independence and experience, and don't hesitate to reach out for a conversation. The right partner will help you navigate the complexities of hotel real estate with confidence.