I have no loyalty to any of the programs. I am a leisure traveler and usually choose the destination first then choose the best hotel option for that destination. If I can use points at that destination, then that's a big plus. If not, I will have less cash but points to use for another destination in the future. To me, it's good to accumulate points in all the programs as no hotel program is the best in all parts of the world. And at a lot of places, staying at smaller places give you much better travel experience/connection to the local culture.