Standards Operating Procedure
MARKETING
FLAVOURS MANUAL
Document Number
Effective Date 1/1/2011
Revision Date
Page Number Page 1 of 17
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
Standards Operating Procedure
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FLAVOURS MANUAL
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Effective Date 1/1/2011
Revision Date
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Tulip Inn, Golden Tulip, Royal Tulip Luxury Hotels
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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FLAVOURS MANUAL
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2. Silver
� Upgrade
� Priority on the waiting list
� Early check in
� Late check out
3. Gold
� Upgrade
� Priority on the waiting list
� 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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FLAVOURS MANUAL
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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
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 “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
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”
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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 “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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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 “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:
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”
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FLAVOURS MANUAL
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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 “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
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”
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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 “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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FLAVOURS MANUAL
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Tulip Inn, Golden Tulip, Royal Tulip Luxury Hotels
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