About Us

About Hotel Sales and Marketing AdvisorsHOTEL SALES AND MARKETING ADVISORS INC.

H SAMA is a Hotel Sales and Marketing firm that consults regularly for operators, owners, lenders, and managers advising clients with recommendations, ideas and specific ways of improving overall hospitality sales and marketing performance with measured successes. The Company was founded by Julie Zachar, who brings over 25 years of experience. HSAMA steps into the shoes of the operator/owner to provide intensive, hands-on management of assets that drives value through revenue growth. HSAMA employs a strategic, value-oriented mindset and a rigorous, financially-disciplined process. They achieve this through helpful tools for management in assessing competition, overall hotel market conditions, primary and secondary feeder markets along with invaluable hotel user feedback.

As a veteran professional consultant, company owner, Julie Zachar has advised developers and lenders, hotel owners and operators, chains and independents, mega-resorts and conference centers, limited service and alike, throughout the U.S. on issues relating to performance evaluation and enhancement, hotel marketing strategies, structure, direction and execution.

HSAMA’s area of expertise is sales, marketing and operations. Her primary hospitality work the past 25 years has focused on producing top line improvement, strategic planning, structure and direction, performance evaluation, result measurement, research and litigation support.

Our scope of services and capabilities include:

  • Hotel sales & marketing strategy
  • Hotel Sales Team assessment and recommendations
  • Hotel due diligence, pro-forma sales verification
  • Hotel marketing budget
  • Hotel revenue management
  • Hotel market segmentation
  • Hotel rate strategy and pricing
  • Hotel branding
  • Hotel brand positioning
  • Hotel promotional activities
  • Hotel sales force deployment / organizational structure
  • Hotel salesperson goals
  • Hotel group sales
  • Hotel media plan
  • Hotel collateral materials
  • Hotel public relations plan

read more

Who We Are

Julie Zachar

Julie Zachar

Ms. Zachar is a successful hospitality executive with 23 years of experience in all areas of sales and marketing management. She has been involved in sales and marketing, yield management, revenue management, conference services, catering sales, development, design & construction, owner relations, asset management, openings, turnovers.

Read More About Julie…

Scott Jernstrom

Scott Jernstrom

For more than 30 years, Mr. Jernstrom’s career has crossed paths in both the Hospitality & Commercial Real Estate Industries. Holding various operational as well as sales & marketing positions in the hotel business with both Starwood Hotels & Resorts and Marriott International, assignments have included some of the industry’s most complex convention hotels as well as notable luxury properties.

Read More About Scott…

read more

Julie Zachar

Ms. Zachar is a successful hospitality executive with over 25 years of experience in all areas of sales and marketing management. She has been involved in sales and marketing, yield management, revenue management, conference services, catering sales, public relations, ecommerce, development, design & construction, owner relations, asset management, openings and turnovers. Julie also has extensive experience with a wide variety of products ranging from large, complex convention hotels and four star luxury golf and spa resorts to small boutique and downtown properties. In addition to numerous sales, marketing, public relations and leadership awards, she received the Business Woman of the Year award in 2009, 2010 and 2012.

Julie founded Hotel Sales and Marketing Advisors in August 2011 and has completed projects for Morgans Hotel Group, One&Only, Marriott International, Hilton, Edition Hotels, LM Hotel Development & Management and various other Luxury Boutique Hotels and Ownership groups. She has assisted with Sales and Marketing Training, Revenue Management, Events, Business Plans, Setting and Evaluating individual/team goals, and Administratively as Task Force during transition periods or staff changes. Julie has been retained to perform Solicitation Projects, Business Development, Sales and Revenue assistance and Marketing projects. She has also been hired for complete Leadership involving assessing the team and then helping re-organize and hire/train new associates and creating Sales and Marketing plans for new, repositioned and stabilized hotels. Ms. Zachar’s thorough understanding of Regional and International markets have enabled her clients to capitalize on their competitive strength and improve ROI.

Previously, Julie worked for Marriott Hotels and Resorts for 21 years and Omni Hotels and resorts for 3 years in convention, resort and four star luxury properties.

She served as Director of Sales and Marketing for Omni Hotels and Resorts functioning as the executive committee leader of group sales, leisure sales, e-commerce, marketing, public relations, revenue management, conference services and catering sales. She has extensive knowledge in setting and implementing hotel sales strategies, flexible pricing, appropriate group and leisure mix strategies. She is extremely successful at developing and managing hotel business plans, operating budgets and financial goals. She hired, developed and promoted diverse department leaders, managers and hourly associates to generate revenue.

She also served as Director of Hotel Sales for Marriott’s largest hotel, The Orlando World Center Convention Hotel and Resort where she exceeded property revenue goals of $200 million dollars, team booking pace goals of $101 million dollars and guest and associate satisfaction goals. She successfully assisted in the expansion and growth of the hotel and resort over 11 years and just prior to leaving she assisted in the completion of the largest pillar free 105,000 square foot ballroom in the country.

Other positions she has served include Director of Sales, Director of National Accounts, Catering and Conference Services in markets such as San Diego, Fort Lauderdale, Palm Springs and Orlando.

She attended the University of Arizona in Tucson, Arizona on a full academic scholarship in 1983-1987. Julie is a public speaker, a member of several hospitality organizations, presides on the parent and teacher association at her daughter’s school and volunteers at the Orlando Union Rescue Mission.

read more