SPG insists on either (i) 25 stays a year; or (ii) 50 nights a year, for Platinum status. This is quite challenging.

With HHonors, it is possible to (re)qualify for Diamond status through the total 'qualifying' spend in the chain in the membership year. Currently that's $10,000, which for me is much easier.

Importantly, the average nightly cost of my Starwood stays is probably around 2x-3x that of my Hilton stays.

The problem is that (in my opinion) Starwood is primarily attracting (and incentivising) folks who stay at cheap airport hotels (e.g. those near LHR can easily be less than $100 all-in a night), rather than those who stay at some of their top properties (more expensive rooms) but for less nights / stays.

Surely you should be looking to attract both?

My suggestion: follow Hilton and introduce a 'dollars spent' (re)qualification path, in addition to what you already have.

Thanks for reading!