Sort of funny secret word story. I checked into the Palomar San Francisco (I love this hotel) and gave the word. The person checking me looked confused and asked someone else at the front desk what they could do for me. After a few clicks, the manager or supervisor person said (I paraphrase): "You know, we've already upgraded you to the deluxe suite, and set up your Inner Circle amenities, so I'm not sure what else we can do..." I told them not to worry about it then.
So, no extra for me, but I was still thrilled. They gave me one of the nicest suites in the hotel and got my amenities request exact. And by exact I mean every little detail. Funny how the happiest I've been with the secret word program was the time I got nothing! Kudos to them!