We are plat with SPG and diamond with Hilton, and personally I put Hilton first. Hilton has more low end hotels (which the job demands) in the areas I travel for business, than SPG. We love SPG high end hotels for vacation, but can't afford to pay the prices for work, so plat is hard for us to achieve! Also we just went on a vacation staying free at 2 Hiltons and 3 Starwoods, no suite upgrades or free breakfast at SPG, but upgrades and free breakfast at both Hiltons. Starwood hotels were more upscale, but we enjoyed our stays at Hilton the best! I get more upgrades at 4points on business than at upscale hotels on vacation.