...Yeah, consistency is a double-edged sword. On one hand,
I know I can book a Marriott sight unseen and have a good idea what I'm going to get. It is very rare that I walk into a Marriott and think "Wow, this place is really hip, edgy, and full of character." (Hold your laughs...
) It's more like "OK, this Marriott feels a lot like the one in Minneapolis, the one in Tulsa, the ones in Chicago, the ones in Dallas, etc." I feel this way even when I'm walking into one of their Category 8 properties in London. I'm confident that as a Plat they won't screw up my reservation or room, but I'm not going to be inspired.
Marriott spins the Renaissance brand as their edgier brand, and there are some cool Renaissances out there. (The one in London is very good.) But there are also a bunch that look and feel like, well, Marriotts...
All of this said,
my problem with Hilton in the consistency department is that they allow some rather shabby hotels to wear the mainline Hilton and Doubletree brands. I'm much less likely to book a Hilton sight unseen. I feel the need to research it more and find out if people actually like the hotel.