SFO 1K is right. We splurge for Birthdays (mine, kids, his) and stay in a nice suite for the weekend at a Southern California resort (nicer than Four Seasons)

Not so much as the picture, but the first thing the valet does when you walk up is ask what name the reservation is. When we stay in a room, nothing more happens other than the front desk greets us by name. However, if we booked a suite for the weekend, we are met at the door by a manager and escorted to our room. If the room is to satisfaction, all is well and the keys are handed over. Our welcome gift arrives about 20 minutes later. If the room isn't to satisfaction, one of us is escorted to 2-3 other rooms for selection. Same for restaurant and bar service - once the name is provided (their tool to look up your 'value') service is heightened from there. I would say it's excellent service for all, and incredible service for the 'valued' guests.