I think the problem is that everybody is a diamond these days. A Hampton Inn I was staying in had a "Welcome HHonors members" printed sign on the front counter with their first name and last initial of each guest. There had to be 20+ Diamonds on the list for that Wednesday night about 15 golds and a handful of silvers. Everybody has status.

I've been quietly repeating this; Hilton needs a tier above Diamond! A typical front desk clerk (regardless of brand) probably sees a hundred diamonds a week with little incentive to provide "special" treatment. Now if it were a new tier Double Diamond or Black Diamond or whatever the girls in marketing decide to name it, would be something that could be given special attention as there would be far fewer.

SPG and some of their hotels really make a platinum feel appreciated. Of course regardless of affinity program, the reception is only as good as how well the staff is trained.