I have found this to be a very useful service in some situations: checking in at peak periods, guaranteeing a particular type of room, or if you just don't want to risk having to stand in line. I think that you get VIP line passes for the buffet, as well. As an example, I once checked in well after midnight because of a flight delay; the VIP check-in area was closed, and there was no one in line at the regular check-in station, but they did have my near-the-elevator room waiting for me. (I doubt if it would have been available without the service.) I don't always use VIP check-in, but it can come in handy. Finally, I find that the personnel who work in the VIP lounge are at least moderately cordial.