I think many regular heavy hitters are very profitable for the Hotel Chain.
For instance on our last stay in MEL our welcome gift was 2 glasses of very good red wine in the wine bar, we went and had them, they were yummy, we ordered some snacks as well, and seconds on the wine. We would have most likely had the food and drinks from somewhere else - so that was $60 spend the hotel got that it would not have got otherwise.
Lots of business travellers, come in late at night, sleep, maybe eat breakfast, check out - and never use all the Club facilities and extras they get given.
Trust me - no business would be offering the extras if it was not profitable.