Loews has really changed its program recently ... the most significant changes I've noticed are:
* Elite qualification is now on an annual basis instead of lifetime.
* Upgrades for elite members guaranteed at time of booking, including
suite upgrades for Platinum Members.
* No bonus miles for elite members based on the length of stay, but the base mileage amount has been increase for Gold members.
The guaranteed at booking suite upgrades for Platinum members is quite a generous benefit, and it's not like 10 stays/15 nights is that hard to get if you travel to big cities where there are Loews Hotels.
http://www.loewsfirst.com