All of our stays are paid on our own dime.
If I am booking the itinerary: Four Points, Aloft, and then look to the other brands, particularly if I am traveling in the US or Canada. In other countries, I'll entertain the other brands first starting by researching the least expensive option.
If my husband books: He starts with Luxury Collection then moves to W, Westin, Le Meridien and will settle for Sheraton if that's all that can be found in that city. Of course he goes in opposite order of me - the stays are usually paid for out of my pocket so he doesn't think twice about cost until I make him!
St. Regis hasn't made his list yet only because we haven't stayed in a city where it was an option. I wonder how many years I can hold out on that one...