The best benefit that I have found is their RewardPlanner which plans all your award redemption whether it's your Hilton rewards or your American award. I like the idea that i don't have to make dozens of calls trying to redeem my points from a credit card program to make into miles and then try and redeem into an award along with trying to match up my hotel nights if possible and then any other reservations that i might have to purchase. This has always been complicated but these guys seem to make this pretty easy. I think you can sign up with their service center, I got something in the mail.