Why Starwood? Like just about everyone else, I have had a few crappy stays in the past year. And this is as a Plutonium member. But when I compare it with the competition, its still my best bet. (1) I was a loyal Westin gold member for several years (and miss that program). (2) I have been Hilton gold on and off and have never been impressed. (3) The SPG program gives a lot of locations where you can earn points, and the points don't have billions of "qualified rate" restrictions. (4-9 ... there are lots of other little reasons), and ***(10)*** The SPG staff. They have been the most courteous, responsive support center of any program I have ever belonged to. Period. And without them, I don't know if I would have stayed loyal to this program. But with the "growing pains" of the program early this year, they listened, tried to remedy situations, sent messages to "offending" properties, etc... (or at least gave me the impression they were doing something.) I am very forgiving with this type of attitude. I'm SURE they have received plenty of heat from former Westin folks. As I was also a Sheraton gold, I really think the Westin people got the short end. But when I sum it all up, none of these chains are perfect, I can't afford to stay at the Ritz in every city (and even if I could, they aren't in every city), I don't want to stay at the Holiday Inn, and I don't want to dilute my stays among the other chains too much. So for now, Starwood has me as a Plutonium for another year.