A lounge attendant who I've become very friendly with over the many years alluded to a daily list that comes out with the expected occupancy rate and "persons of note" staying at the hotel. She always knows when I and another colleague are staying or if we aren't traveling together that week. I surmise it helps them recall and greet by name who is expected in the lounge that morning. I'm always impressed how they can remember names and details even after 6-8 months between visits.

Other than that, I've never seen any other tangible benefit, I always have to call ahead and block my favorite room in advance or I won't get it...