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Standards Operating Procedure

MARKETING

FLAVOURS MANUAL

Document Number

Effective Date 1/1/2011

Revision Date

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Tulip Inn, Golden Tulip, Royal Tulip Luxury Hotels

DEFINITION

The Flavours program is Golden Tulip Hotels, Suites & Resorts loyalty program in which our

frequent guests save points for the monetary value of their bookings and enjoy special benefits

during their stays

Points can be redeemed for hotel stays, hotel vouchers, frequent flyer Miles and great gifts

The aim of the Flavours program is to:

� Create guests loyalty for all the Golden Tulip Hotels, Suites & Resorts brands in order to

restrain our actual frequent guests from staying in other hotel chains

� Gain new frequent guests (business guests)

� Increase the brands competitive advantages

� Develop the cross selling

� Optimize hotel results

STANDARD CHAIN POLICY

It is mandatory for all hotels operating under one of the Golden Tulip Hotels, Suites & Resorts

brands to participate in this program

PROCEDURE

I. Eligible and non eligible rates

1. Eligible rates

Eligible rates include the following:

� Rack

� Consortia (preferred gross & preferred net)

� Book & Stay

� Prepay & Save rate

� All company rates

2. Non eligible

Non eligible rates are:

� Traditional Wholesale rates (Tour Operator)

� Internet Wholesale rates & 3rd party Internet sites (Priceline, Expedia)

� Airline employee rates & Travel agency employee rates

� Coupons & Vouchers

� Group rates

� Package rates

II. Awarding Points

Points are awarded with a fixed number of points per Euro spent, on the reservation value


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III. Membership levels

1. Advanced

Every new member with the exception of Forced Gold members will

become an Advanced member

2. Advanced

Flavours members become Silver members if they have stayed a

minimum of 10 room nights in a period of 12 months. Upgrades are

being calculated every 6 months after the membership has been

activated

3. Gold

Flavours members become Gold members if they have stayed a

minimum of 30 room nights in a period of 12 months. Upgrades are

being calculated every 6 months after the membership has been

activated

IV. Number of points per membership level / Points validity

1. Advanced

An Advanced member gets 4 points per Euro spent on the reservation value. Points have a

validity of 12 months from the departure date. If the member visits one of our hotels, the

validity of the points is starting over again for a 12 months period

2. Silver

A Silver member gets 4 points per Euro spent on the reservation value. Points have a validity

of 18 months from the departure date. If the member visits one of our hotels, the validity of

the points is starting over again for an 18 months period

3. Gold

A Gold member gets 6 points per Euro spent on the reservation value. Points have a validity of

24 months from the departure date. If the member visits one of our hotels, the validity of the

points is starting over again for a 24 months period

V. Benefits per membership level

Members are being awarded with special benefits when staying in our hotels

1. Advanced

� Upgrade

� Priority on the waiting list


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2. Silver

� Upgrade


� Early check in

� Late check out

3. Gold

� Upgrade


� Early check in

� Late check out

� Free use of wellness facilities (when available)

VI. Flavours communication

1. Internally

The program is promoted in all Tulip Inn, Golden Tulip and Royal Tulip Luxury Hotels through:

� Hotel Directory

� Flavours brochure

� Poster

� Newsletter

� Mailing

The program is also promoted on a dedicated website (http://www.flavours-benefits.com), on

the www.goldentulip.com and on hotel individual websites.

2. Special promotion possibility

Golden Tulip can run a special promotion named “Double Points” or “Triple Points” promotion in

order to increase exposure in low season and to attract members and increase revenue

Participation to these promotions is decided by Golden Tulip Head Office with the approval of

the clusters and can be run per area or on a worldwide level. Hotel participation is mandatory

VII. Register a member

1. Explanation of the different possibilities to register to the program

There are two ways to become a member:

� At www.flavours-benefits.com

� At any participating hotel

In order to activate the membership, members have to do both steps


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2. Register a member directly in a hotel

In order to register to the program, the member needs to fill in the registration form

completely with:

� First name

� Last name

� Date of birth

� E-mail address

� Full personal address

Note: in order to register a member, the form needs to be signed by the guest

Note: for legal reasons, these forms need to be sent to the following address:

GT Investments BV

PO Box 448

3800 AK Amersfoort

The Netherlands

Receptionists fill in the information in the Parse application following the screen shot below:

Log in on https://goldentulip.parse.nl and fill in your password and user name. If you don’t

remember it you can request it to your Franchise Services Manager or you can click on the link

“request for a new one to be sent”

When you are logged in, go to the Flavours section (top) and pass over your mouse on it in

order to see the pull down menu. Select “Register new member”


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Doing so, the receptionist will reach the registration form and will need to fill in the information


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Note: Special attention needs to be given to the e-mail address as if it is not correct we will

lose the member

Note: hotel needs to click the “yes” box and scan the card in order to be able to register the

member definitely. When registration is completed the guest receives his membership card

Note: As soon as the member is registered, he can already cumulate points (so actual stay is

eligible)

3. Register a member who has already registered on line

Some guests are registering to the program directly on line. Doing so, they are receiving a

confirmation e-mail with a bar code. In order to activate their account, they need to pick up a

card in a hotel

Upon arrival the member gives his confirmation e-mail to the receptionist. The receptionist

scans the bar code on the confirmation voucher (if the member doesn’t bring the confirmation

e-mail, the members can be found using his name), and give a card to the member

Log in on https://goldentulip.parse.nl and fill in your password and used name. If you don’t




order to see the pull down menu. Select “Search for members”


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Doing so you will reach the following screen

Please scan the bar code on the confirmation e-mail or search the guest name and click on

“show”

You will then be able to see the member detail

Click on “activate membership” in order to see the following screen. From this screen you will

be able to assign a card. To do so, you only have to scan any Advanced card, click on the

“assign card to member” button and give this card to the guest


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VIII. Awarding Points

1. Procedure to check if the stay is eligible

To know the eligible rates, please report to the section 3 of this manual

This list should be available at every reception so that staff can double check this information

during check out

2. Procedure to award Points

Upon check out, the receptionist needs to check if the rate is eligible and if the guest is a

member of the Flavours program

Then the receptionist needs to follow the awarding procedure





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order to see the pull down menu. Select “Award Flavours points”

Doing so, you will reach the awarding form


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When you have scanned the bar code of the Flavours member, all his personal information will

be automatically filled in. Please fill in the number of room nights, the number of rooms, the

total reservation value and click on “Submit booking”

3. Tips

Tip 1: If a hotel registers a stay with an incorrect booking value (higher value)

� the member gets more points than he is entitled to and the hotel will be invoiced for

the cost of these points

Tip 2: If a hotel registers a stay with an incorrect booking value (lower value)

� the member doesn’t get awarded with the correct number of points and looses trust in

the program

Tip 3: If a hotel registers a stay as being a 1 night stay instead of registering the real number

of nights

� the member’s account is not credited with the correct number of nights and therefore

the member doesn’t get his status upgrade, or even worse, gets downgraded despite

having actually stayed the eligible number of room nights

Tip 4: Implement a procedure to double check the registration of stays twice a week.


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order to see the pull down menu. Select “view previous bookings”

Fill in the dates of the period you want to check (the last 5 days)


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Check the last registrations in order to make sure that there are no double registration or no

incorrect registrations (strange number of room nights or strange reservation value)

IX. Handling Flavours reservation

1. How to deal with a Flavours reservation made with points

When a guest is making a booking with his Flavours points, hotel should consider this booking

as a prepaid booking. The guest will stay in the hotel and should not be invoiced for the

amount of his reservation but should be charged for all supplements such as telephone, mini-

bar, restaurant, etc.

After the departure of the guest, the hotel shouldn’t send an invoice to Golden Tulip as the

process is completely automated. The amount of this booking will come in deduction on the

next Flavours quarterly invoice that the hotel has to pay to G.T. Investments B.V. (affiliated

company of Golden Tulip)

2. Cash a Flavours virtual voucher

When a Flavours member doesn’t have enough points to book an entire stay with his Flavours

points, he can make a normal reservation and order a virtual voucher from the Flavours on line

boutique in order to pay a part of this stay. Therefore, during check out, the member will give

this voucher to the reception in order to cover part of the cost

The receptionist needs to log in on Parse in order to cash the voucher. Once the voucher is

cashed, the guest will have to pay the rest of his stay. The voucher can be used to pay the

room and all extras

Note: Hotel needs to log in on Parse and cash the voucher during the check out process, in

order to make sure that this voucher has not already been used

How to cash the voucher:





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order to see the pull down menu. Select “Cash a voucher”

Doing so you will reach the cash page where you have to scan the voucher bar code and click

on “cash a voucher”


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You will then receive a message stating that the voucher has been cashed

After the guest departure, the hotel shouldn’t send an invoice to Golden Tulip as the process is

completely automated. The amount of this voucher will come in deduction of the next Flavours

quarterly invoice that the hotel has to pay to G.T. Investments B.V. (affiliated company of

Golden Tulip)

Note: If you get a message stating that the voucher is not valid, you will have to refuse the

voucher and inform the member that he should contact the flavours help desk (info@flavours-

benefits.com) in order to get an explanation and solve the issue

Note: The values for the vouchers that are mentioned in the Flavours invoices, are the virtual

hotel vouchers which member can purchase via the Flavours web shop and which are being

cashed by the hotel in Parse. Paper hotel vouchers can not be handled in the automatic

process, therefore hotels have to send G.T. Investments B.V. an invoice

X. Retro claim

1. Retro claim definition

A Flavours retro claim does occur when a member who has stayed in a hotel didn’t get

Flavours points awarded for his stay. Therefore, he fills in a claim on the Flavours web site in

order to receive his points

Flavours retro claims need to be checked within 7 days. If the hotel doesn’t check the retro

claim on time the member gets the points and the hotel is invoiced for it

2. Procedure to check a retro claim

You have to check the retro claims by taking the following steps:

Log in on https://goldentulip.parse.nl and fill in your password and used name. If you don’t




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order to see the pull down menu. Select “View pending retro bookings”

Doing this you will reach a page listing the pending retro bookings that need to be checked.

Click on edit in order to access the retro claim information


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When you are entering the retro claim information, you can check it and accept or reject it

Note: If you are rejecting the claim, please select the reason carefully because this reason will

be sent to the member

Note: don’t forget to submit your changes at the end

Note: If the hotel doesn’t check the retro claims or doesn’t pay attention to the total

reservation value, then the member is awarded with the points. This means that he can use

the points to redeem gifts and the hotel will be invoiced for it

3. Procedure to reduce the number of retro claims

Please make sure that your receptionists are actively promoting the program during check out


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XI. Cost for Hotels

1. Cost structure

According to the cost of the Flavours program, the hotels are getting invoiced as follows:

� Program participation fee of 800 € per year (200 € per quarter)

� Reservation fee on the Flavours reservation value. The fee varies per cluster between

3% and 3.5% on the reservation value. This difference is due to the fact that some

clusters have financially participated to the cost of the program implementation

Note: Only the highest fee is invoiced to the hotel, therefore:

� Should the reservation fee be lower than the program participation fee, the hotel will

only be invoiced for the program participation fee

� Should the reservations fees be higher than the program participation fee, the program

participation fee will not be invoiced and the hotel will only get charged for the

reservation fee

2. Invoicing procedure

Hotels are billed every calendar quarter. In order to save administration cost, this quarterly

invoice will take into consideration the credited and debited operations

Debited operation:

These are the amounts that the hotel owes G.T. Investments B.V. (company owning the

Flavours program) as a result of:

� Program participation fee

� Commission payable on Flavours transactions

� Bonus transactions

Credited operation:

These are the amounts that G.T. Investments B.V. needs to pay to the hotel as a result of:

� Hotel stays redeemed

� Virtual vouchers used in the hotel

� Gift vouchers used in the hotel

Both credited and debited operations will be listed in a transactions statement attached to the

invoice

Note: It is really important that the hotel does not send invoices for redeemed stays or any

Flavours vouchers cashed at the hotel. This will be dealt with according to the above procedure

XII. Questions

If you have any questions regarding the Flavours program, you can either send an e-mail to

[email protected] or contact your Franchise Services Manager

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