Sometimes it's the little things that make a difference. I just started trying out Hilton as a new Gold (which has lower qualification requirements than Gold at Marriott), and so far have been much more impressed.

Even though it's not a published benefit (I believe at one point years ago it may have been), on my two recent stays at full service properties, there have been two bottles of water (and good water-- once Fiji, once Acqua Panna) waiting for me in my room with a personalized note welcoming me. I have never received that at a FS Marriott in the U.S.