RAISING THE FLAG by fdh56iuoui

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									RAISING THE FLAG
     A Guide to Becoming
A Doubletree/Doubletree by Hilton
TABLE OF CONTENTS


Raising the Doubletree/Doubletree by Hilton Flag . . . . . . . . . . . . . . . . . . . . . . . .1
     Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1


Doubletree/Doubletree by Hilton Opening Guide at-a-Glance . . . . . . . . . . . . . .2
     From Vision to Reality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
     Learning the Language, Navigating the Systems . . . . . . . . . . . . . . . . . . . . . . . .3
     System Requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
     The Building Blocks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
     The Pre-Opening Meeting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4


Timeline for Transition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
     Ongoing Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6


 Doubletree/Doubletree by Hilton Brand Programs . . . . . . . . . . . . . . . . . . . . . . .6
     CARE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
     The Cookie . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
     CRM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
     Sweet Dreams by Doubletree Sleep Experience . . . . . . . . . . . . . . . . . . . . . . . . .8
     Doubletree Breakfast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
     Doubletree Fitness by Precor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
     Hilton HHonors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9


Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
Raising the Doubletree/Doubletree by Hilton Flag
When a property raises the Doubletree/Doubletree by Hilton flag and logo it signals
contemporary, first-class, full service accommodations that are trusted by millions of
travelers. Known for warm service, chocolate chip cookies, and a culture of CARING, the
Doubletree brand is committed to offering the best upscale hotel experience available.
The way we think, work, and care for our guests is Refreshingly Unexpected. It’s our way
of bringing to life our personality, our products, and our purpose as a brand, to set
ourselves apart from other hotels.




Doubletree Hotel & Executive Meeting Center Palm Beach Gardens, FL


The groundwork to support this commitment is laid months before the first guest
registers at any Doubletree Hotel, Guest Suites, Resort, or Doubletree by Hilton. We
employ extensive resources, systems, people, and attention to detail to bring your
valuable hospitality asset from its current status through full conversion. The Doubletree
brand bolsters its ownership with proven systems, dedicated brand performance
personnel, and ongoing training at all levels before, during, and after opening.


Depending on your hotel property’s size, location, and the time required from finalization
of a Franchise Licensed Agreement (FLA) to opening as a Doubletree/Doubletree by
Hilton usually take no less than four months to complete. We offer the following brief
overview to help you anticipate the process requirements and to familiarize you and your
stakeholders with the Doubletree way of doing business.




                                                                       Raising the Doubletree Flag   1
Doubletree/Doubletree by Hilton Opening Guide at-a-Glance
Becoming a Doubletree/Doubletree by Hilton Hotels Corporation
• Opening as a Doubletree/Doubletree by Hilton hotel includes minimum steps that
  usually take no less than four months to complete.
• Your actual opening date will vary and is dependent upon completion of the PIP
  (Product Improvement Plan) and other required training. New build hotels will not
  have a PIP; instead overall construction progress, brand standard compliance, and
  completion of required training will be used to target an opening date.




Courthouse Doubletree by Hilton London-Regent Street, UK   theWit - a Doubletree Hotel, Chicago, IL



From Vision to Reality
• Begin the application process with Hilton Worldwide developer. If applicable sign and
  return FDD (franchise disclosure document) acknowledgement form.
• To determine the scope of renovations needed to become a Doubletree/Doubletree
  by Hilton, the hotel property is evaluated by using Doubletree’s Design & Construction
  and Global Operating standards. From the welcoming lobby to a contemporary
  design, our standard manuals will help ensure the hotel will represent the Doubletree
  “look and feel” that our guests have come to expect.
• A PIP is created with key milestone dates for hotels converting to the
  Doubletree/Doubletree by Hilton family.
• The PIP becomes an integral part of the FLA. Provide frequent progress updates to
  your assigned Technical Services or Design and Construction representative. Designs
  must be submitted for review and approval and the required products/equipment
  must be purchased through approved suppliers (i.e. Serta Mattresses, Precor Fitness
  Equipment, etc.).

                                                                              Raising the Doubletree Flag   2
Learning the Language, Navigating the Systems
• Hotel is assigned a specific code within the Hilton Worldwide system.
• OnQ Insider – GM and other key individuals receive logins, passwords and access to
  our email exchange and OnQ Insider (our intranet).
• Sign up to receive Treemail, an important brand communication sent weekly via email.
• Jumpstart plan is rolled out to the hotel. Jumpstart is the action plan checklist
  that presents detailed recommendations for pre-opening priorities, brand standards,
  training, marketing, advertising, and more. The plan will include milestone dates for
  each item; these items are part of your pre-opening marketing efforts designed to
  position your hotel and assist in the ramp up process for a smooth transition of a new
  Doubletree/Doubletree by Hilton in your market.




The Doubletree by Hilton Beijing, China



System Requirements
• OnQ team conducts a site survey to determine your hotel’s software and hardware
  requirements.
• Hotel Information Technology Systems (HITS) Agreement is created and must be
  signed.
• Computer training room is set up 45-60 days prior to opening.
• Team members are tested and certified on the OnQ system prior to opening.

  NOTE: In rare occasions the OnQ technology will not be available in certain regions or countries. The hotel must utilize
           the approved Hilton Worldwide approved property management system.




                                                                                                 Raising the Doubletree Flag   3
The Building Blocks
• Global Distribution Management (GDM) team will build your database into our
  system, which will supply and affect your Central Reservations System (CRS),
  GDS, and doubletree.com functions.
• This data build requires a minimum of 30 days to enter all systems.




Doubletree Hotel Denver Tech, CO



The Pre-Opening Meeting
• 3-day meeting for GM, DOS, Revenue Manager and department heads is held.
• Pre-Opening Workbooks #1 and #2 are available to the hotel via OnQ Insider.
• Workbook #1 forms and assessments are to be completed prior to the Pre-Opening
  Meeting.
• Minimum of 30 days is required to process forms and “build” the hotel within all
  systems.
• Workbook #2 items will be addressed during the Pre-Opening Meeting.
• For all hotels other than new builds or those without a current brand affiliation, a
  conversion letter is required and must be submitted no later than 30 days prior to the
  targeted opening date. A conversion letter is a letter submitted to the GDS channels
  informing them of your hotel’s upcoming conversion.




                                                                     Raising the Doubletree Flag   4
Timeline for Transition


 Day 1-45                                                                      Day 46-90
 • Disclosure – receive Doubletree Franchise Disclosure                        • Begin work with Doubletree Brand Quality Team and
   Document (FDD)                                                                assigned Design & Construction Project Manager to
                                                                                 determine completion of milestone dates for PIP items
 • Return FDD receipt to developer
                                                                               • Hotel information placed into OnQ PIM system
 • FTC required waiting period (if applicable)                                 • Begin working with Doubletree Opening Team
 • Schedule Product           Improvement         Plan    (PIP)    site        • Receive property code for identity in Doubletree system
   inspection
                                                                               • Receive Jumpstart Plan and POK (pre-opening kit)
 • Submit application – remit application fee                                             • Request/receive security, login, and password
                                                                                             access to OnQ Insider and digital systems
 • Application presentation submitted to
   Franchise Committee (if applicable)                                                               • Receive GM, DOS, and RM email
                                                                                                       addresses
 • Application approval – set Plans
   and Milestones deadlines                                                                                • Begin receiving property-specific
                                                                                                            and brand communications
 • Execute Franchise License
                                                                                                               • OnQ Team conducts two-day
   Agreement (FLA)
                                                                                                                site survey, determines system
                                                                                                                hardware and software needs
                                                                                                                 survey



 Day 136-180                                                                                                    Day 91-135

 • Submit Conversion Letter                                                                                   • Product Sales Analyst creates
   30 days prior to targeted                                                                                 HITS Agreement for purchase
   conversion date (applicable                                                                              and delivery of hotel IT system
   only to conversion hotels, not                                                                          and T1 installation
   new builds)
                                                                                                      • Set up computer training room and
 • Doubletree Opening Team sends                                                                   receive training modules/tutorials. Begin
   follow-up action plans                                                                      training personnel

 • Review Jumpstart Plan progress                                              • Doubletree Opening Team sets Pre-opening Meeting
                                                                                 and delivers agenda, workbook materials, forms and
 • Complete all items on PIP                                                     assessments for completion by GM and hotel
                                                                                 management team
 • GM and hotel team are tested and certified on
   OnQ PMS                                                                     • Pre-opening Meeting (three days) conducted on site, all
                                                                                 forms completed
 • Open under Doubletree/Doubletree by Hilton Brand
                                                                               • Hotel information entered into databases for Doubletree
                                                                                 system build by GDM and OnQ - 30 day lead time
                                                                                 required

                                                                               • Implement presell of hotel guest rooms

This timeline illustrates steps and sequence for a typical transition / opening based on a 180-day schedule.
Your actual transition/opening timeline may vary and is dependent on several factors such as property size,
location, hotel condition, execution of FLA and PIP.
* For current fee requirements and structures, please contact your Hilton Worldwide Developer directly.




                                                                                                                Raising the Doubletree Flag   5
Ongoing Support
• The Doubletree opening team will schedule regular follow up conference calls to
  check on the hotel’s progress with Jumpstart.
• Your hotel will receive regular visits, materials, training, and support from various
  departments within Hilton Worldwide.
• Pre-opening kit (POK) sent to General Manager
• Your hotel will receive training from our Brand Education team to ensure full
  understanding of our CARE culture, Brand Promise and presentation of the
  Doubletree Chocolate Chip Cookie.
• A regional Director of Brand Performance Support will be assigned to your hotel. The
  Regional Director of Brand Performance Support will be your primary Brand contact for
  questions relating to performance, standards, etc., following the opening of your hotel.




Doubletree Resort by Hilton Peru - Paracas




Doubletree Hotel Chicago Magnificent Mile, IL   Doubletree Resort by Hilton Costa Rica - Puntarenas




                                                                                        Raising the Doubletree Flag   6
Doubletree Brand Programs
CARE (Caring, Attentive, Responsive, Empowered)
CARE is an acronym which represents our culture, and is the cornerstone of the
Doubletree commitment to our guests, our team members, and our local community.
CARE stands for Caring, Attentive, Responsive, and Empowered; which are our key
values and reinforce our brand promise to Deliver Exceptionally Warm and Caring
Service Where Guests Feel Welcome and Appreciated.


The Cookie
This distinctive, warm and delicious chocolate chip cookie presented to guests at
check-in is an important and cherished “icon” that represents the Doubletree brand. It
is prepared and presented with great care and attention to detail. The Cookie
symbolizes the warm welcome and feelings of caring and nurturing that are central to
the Doubletree image, and which help to differentiate us from other brands.




Doubletree by Hilton Huaqiao/Kunshan, China



CRM (Customer Relationship Management or Customer Really Matters)
CRM is a company wide method of doing business that reflects our commitment to
providing our Best Guests the recognition they deserve by delivering an experience that
meets specific needs and preferences. By maintaining customer profiles, improving the
check-in process, recognizing first time guest, attending to service recovery, recognizing
customer privacy policies and ensuring our 100% Satisfaction Guarantee, the CRM focus
ensures that Doubletree's attention to each guest is unparalleled.




                                                                       Raising the Doubletree Flag   7
Sweet Dreams® by Doubletree Sleep Experience
Since early 2004, guests traveling to Doubletree/Doubletree by Hilton have enjoyed
a comfortable and inviting night of sleep thanks to the Sweet Dreams by Doubletree
experience. The Sweet Dreams experience includes a Serta custom-designed plush-top
mattress supported by extra coils for a comfortable night’s sleep; high-end residential
linen package including the Down Dream’s Comforter (Duvet); elegant contemporary
bed runner and matching bed skirt; jumbo down pillows; and our signature Sweet
Dreams embroidered pillow, a centerpiece that welcomes guests the moment they walk
into their room.




Doubletree Resort by Hilton Peru - Paracas            Doubletree Hotel Atlanta Airport, GA



Doubletree Breakfast
Since everyone's idea of the perfect breakfast is different, the Doubletree breakfast will
ensure our guests can choose from a wide variety of food options on the buffet, including
cooked to order eggs, local favorites, and healthy options. We own the welcome, from
the Doubletree breakfast signage to our warm and friendly greeting, our guests will
feel welcomed and appreciated.




                                                                              Raising the Doubletree Flag   8
Doubletree Fitness by Precor®
Offering the essentials for your workout: cardio machines, free weights, core and
balance kits, water, courtesy towels, and room to stretch. Doubletree Fitness by Precor
presents the latest equipment for a more personalized workout. Every Precor elliptical,
treadmill, and bike comes with its own TV screen.




                                            Doubletree by Hilton Huaqiao/Kunshan, China




Doubletree Hotel Los Angeles/Commerce, CA   Doubletree Hotel Chicago/Arlington Heights, IL




Hilton HHonors®
Hilton HHonors is our award winning guest reward program offering hotel points & airline
miles for each eligible stay and no black out dates for redemption stays. These unique
features along with the Hilton Worldwide industry leading number of travel partners
have made the program an unqualified success with more than 13 million loyal HHonors
members around the world.




                                                                                 Raising the Doubletree Flag   9
Glossary
ART - Area Rate Teams, in the international areas responsible for co-ordination of RFP's
as well as rate loading and marketing promotion co-ordination.

Brand Promise - the Doubletree brand's promise to give “Exceptionally warm and
caring service where guests feel welcomed and appreciated”.

BWS - Brand Websites, www.doubletree.com <http://www.doubletree.com>,
www.doubletreebyhilton.com <http://www.doubletreebyhilton.com>,
www.doubletree.co.uk <http://www.doubletree.co.uk>

CBT (Computer Based Training) – computer program designed to train all hotel team
members in a wide range of subjects, including system use, marketing programs, and
service skills.

Competitive Set - a group of hotels chosen to serve as a standard set of suitable
competitors, against which performance is measured. Competitors are usually chosen
based on location, product similarities and/or price similarities.

CRS (Central Reservation System) - system used by the hotels and reservation offices
to book reservations into all hotels within the Hilton Worldwide.

CTYHOCN – sometimes called hotel code, stand for CTY – airport code, HO – hotel
name, CN – chain name/affiliation. (e.g. CTYHOCN: LAXDTDT)

Developer - Hilton Worldwide personnel responsible for identifying prospective
franchisees and sponsoring the approval of Doubletree properties, either transition or
new build.

DOSM (DOS) - Director of Sales and Marketing, responsible for Group Sales and
Marketing efforts for the hotel.

FDD (Franchise Disclosure Document) – provided to all prospective franchisees at least
14 days prior to payment of monies or signing of agreements.

FLA (Franchise License Agreement) - legal document outlining terms of Doubletree
licensing agreement.

GDM (Global Distribution Management) – the Hilton Worldwide team responsible for
initializing each hotel’s rates, room types, and inventory in the reservation system, along
with the Global Distribution Systems.




                                                                       Raising the Doubletree Flag   10
GDS (Global Distribution Systems) - the entire electronic travel information network
that encompasses most of the key players, including travel agents using systems such
as Apollo, Sabre and Worldspan.

HRCC (Hilton Reservations & Customer Care) – the Hilton Worldwide of Hotels central
reservations department.

Inn Code - one or more letters used to identify the brand of a Hilton Worldwide hotel.
Doubletrees’ are represented by the letters “DT” for domestic hotels and “DI” for
international hotels.

Jumpstart - action plan designed to enhance a hotel's efforts when converting to or
opening as a Doubletree/Doubletree by Hilton, accomplished by brand personnel working
together with the GM and hotel team.

*OnQ FM (OnQ Forecast Management) - rooms inventory forecasting system that
integrates OnQ RMS (OnQ Revenue Management System), CRS (central reservation
system), PMS (property management system), and STAR data.

OnQ Hilton University - Doubletree & Hilton Worldwide's own internal electronic
learning system.

OnQ Insider - A proprietary website that contains resources for Doubletree Standards,
ordering Information, reports including hotel performance, applications including brand
waiver processing, SALT (satisfaction and loyalty tracking), Quality Assurance, HHonors,
and more. OnQ Insider is the one stop shop for all information.

OnQ PIM (OnQ Property Information Manager) – online database application. The
information input to OnQ PIM is the basis for listings on doubletree.com, GDS, CRS,
HRCC and OnQ Solicitation Management.

OnQ PM (OnQ Property Management) - Property Management is a component of OnQ
that provides intuitive customer service features to hotel team members - enabling them
to create a more personalized experience for our guests. The Property Management
database is uniquely built for each hotel. OnQ Property Management fully integrates
front office, reservations, night audit, housekeeping, revenue management, accounting,
and reporting/analysis features that allow team members to work efficiently and
effectively to maximize hotel performance.

OnQ R&I (OnQ Rate and Inventory) - system used for SRP creation and management of
hotel room inventory.




*This application is only available for US Hotels.
                                                                     Raising the Doubletree Flag   11
*OnQ RM (OnQ Revenue Management) - an OnQ software application that develops
projections of business levels and unconstrained transient demand, turning those
projections into recommendations for maximizing revenue using LOS (length of stay)
controls. OnQ RMS interfaces with a number of different systems. It reports future
booking and projections to OnQ FMS.

OnQ SM (Solicitation Management System) - OnQ application used for annual Request
for Proposal (RFP) solicitation with major corporations to secure national accounts for
all brands within the Hilton Worldwide.

PIP (Product Improvement Plan) - part of the FLA and the legal document detailing
specific renovation requirements and timelines for completion of construction, which
must be completed in order to open or convert the hotel.

POK (Pre-Opening Kit) - materials for training hotel HR and General Manager on
Doubletree programs, which includes learning materials, training videos, posters, and
CARE committee guidelines.

RFP (Request for Proposal) - a formalized process in which companies or consortium
request bids for a contracted rate. The companies select which bids they will accept and
designate those hotels as “preferred” for their corporate travelers.

RM - Revenue Manager, responsible for hotel revenue management, including transient
pricing, assistance with group pricing and thresholds, length of stay controls
implementation etc. DRM can oversee an individual hotel or a group of hotels.

SALT (Satisfaction and Loyalty Tracking) - guest survey tool sent randomly to guests
after checkout, requesting feedback on their stay. Results are reported and include each
response, brand comparisons, and rolled-up reports.

STAR Report - produced monthly by Smith Travel Research, the STAR Report analyzes
the performance of a hotel compared to its selected competition by measuring ADR,
Occupancy, and RevPAR criteria.

Treemail - the brands weekly internal email communication highlighting brand wide
promo opportunities for hotel, due dates for various programs, and information about
anything that may impact a hotel’s operation such as changes to brand wide programs
or introduction to new programs.




*This application is only available for US Hotels.
                                                                    Raising the Doubletree Flag   12

								
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