I still stay at Hilton properties. I compare what hotels are available and at what rates, and I go with whatever I like. Consumers don't really understand loyalty. They do what makes sense to their bottom line, and if some other brand decided to provide better incentives, they would either jump ship, or demand dues for their loyalty from the brand they were supposedly loyal to. The sad part is, when the consumer is disloyal, he/she is praised for their saavy. When a company decides to cut costs for the benefit of the company, they are evil and greedy. The truth is everyone on both sides want better value. Nothing personal, it's all just business.