Centralised services. The Grupo ed member institutions undertake to maintain the broadest and most efficient possible degree of integration of their central services. In order to unify services, they express their clear intention to continue to use those services that are already common. The Grupo 's purpose is to achieve the best efficiency ratios as a means of achieving financial excellence in the service it provides to all its co-operative members and customers. To achieve this purpose, the Grupo understands that it will have to seek at all times the formulas and processes that effectively contribute to achieving, in terms of quality and competitive price, the provision of the services it deems appropriate to pool. Such services may be provided either by the head entity, or by any of the member entities of the Grupo, or by third party companies, whether or not they are owned by one or more member entities. Any of the above may be awarded the contract for the provision of one or more of the aforementioned services, the award criterion being the one set out in the requirements established in due course, subject to the condition that the prices established are competitive and market prices. To meet these purposes, the head of the Grupo shall examine the functions and tasks performed by the centralised units of the Grupo 's member entities, as well as the external services received by them, in order to draw up, propose to the competent body, and develop with its authorisation, an ongoing plan to improve both the Grupo 's internal efficiency and the quality of such services.
Centralised services. WHM is required to or shall cause its affiliates to provide for The Westin Beijing Chaoyang certain mandatory centralised services including reservation services, convention, business and sales promotion services, publicity, public relations, and all other group benefits, services and facilities including institutional advertising programmes furnished to other hotels owned or operated by WHM or its affiliated companies. Beijing Xxx Xxx also has the right to elect to participate in certain optional centralised services under The Westin Beijing Chaoyang Hotel Management Agreement. WHM is entitled to be reimbursed for all costs incurred by it and its affiliates, including salaries of officers or employees, in providing such services. The amounts charged for the centralised services shall be determined on the same basis as such amounts are determined for substantially all of the other Westin branded hotels. The Westin Beijing Chaoyang is a participant in the Starwood Preferred Guest programme operated by Starwood. A charge based on the total eligible charges incurred by Xxxxxxxx Preferred Guest members and bonus points awarded to Starwood Preferred Guest members is paid into a fund, from which a per-formula payment is paid to participating hotels when guests redeem points for hotel stays.
