Golden Tulip ready to sever ties with Jarvis

Golden Tulip's partnership with Jarvis Hotels looks set to end following the Dutch hotel consortium's decision to break out on its own to boost its UK profile.

The two chains joined forces in 1995, but despite having access to Jarvis's 72-strong network, Golden Tulip felt its name was overshadowed by the UK brand.

Golden Tulip UK and Ireland director Len Louis, who joined from Best Western in May, stressed that the relationship between the two chains was good, but he said the Golden Tulip name had lost out.

"The working relationship with Jarvis, in terms of the sales team and conference business, was very strong and positive," he said.

"But Jarvis wanted to promote the Jarvis name domestically rather than the Golden Tulip brand as the first name."

He refused to go into detail over the future of the tie-up and would only add: "It is likely that the Jarvis relationship with Golden Tulip will come to an end by mutual agreement."

However, there seemed to be confusion among Golden Tulip chiefs, as the chain's northern and central Europe vice-president, Haike Blaauw, claimed there would be "no changes" in the company's relationship with Jarvis.

Jarvis marketing director Hugh Taylor refused to comment on speculation that the tie-up between the two companies would finish at the end of this year.

Louis expects to start signing up hotels to the Golden Tulip consortium from September, and is aiming to have 90 four-star Golden Tulip hotels and 70 three-star Tulip Inns by 2003 (Caterer, 4 May, page 6).

by Sara Macefield

Source: Caterer & Hotelkeeper magazine, 3-9 August 2000