[LETTERHEAD] July 2, 1998 Olaf Isachsen Institute of Management Development 31831 Camino Capistrano, Suite 201 San Juan Capistrano, CA 92675 Dear Olaf Signing this letter will confirm that you agree to become a director of Hospitality Marketing Concepts Inc. effective upon closing of its contemplated public offering, and consent to being named in the Registration Statement relating thereto. Sincerely, /s/ Philip G. Hirsch Philip G. Hirsch Chief Financial Officer PHG/rmr /s/ Olaf Isachsen - ------------------------------ Olaf Isachsen