In one particular year, I probably logged well north of 50 stays at a particular Marriott, in fact I was their number one guest at that hotel/resort. I was there on business and I'd accept any room they had - they were all nice to me and I didn't need a big room I would get lost in. They would at times upgrade me and one time I mentioned that the suite was nice, but the only time I'd really like to have it was the few times my wife was travelling with me. The checkin person, without hesitation, told me to let him know when she was coming down and they would always upgrade me to the suite. I thought that was a really nice touch and they certainly earned my loyalty.

The point is, that's the touch any of these programs can offer that really matter. I'll fly in E+ 100 segments a year (we'll see about 120), but when I take my wife on vacation I want her to be in first class. CR-1s/SWUs just don't cut it. United makes you sweat bullets until the very end for the upgrade. 8 "anything/any fare" upgrades is what would win alot of us over. I just want to be able to take my wife on two great vacations a year, and for that you can heard me like cattle, screw up my reservations, delay my flights, sqeeze me in your tiny seets, ding up my luggage, lecture me about flight safety and take my money (with a fair amount of short notice fares) for 100+ flights a year.

A lot of us don't travel because we want to. We travel for business. But when we want to travel, expecially with others, we want to show them that we can treat them. I've heard a number of guys explain to their wives the reason they can fly in first class on vacation is because of all those business trips they have to be away. It's a small benefit for a lot of lonely nights.