Hmm, just a thought:

Get IHG/Hilton/Marriott/hotel cobranded cards in mainstreet banks, and people will have them. Scotiabank is pushing their Amex and cashbacks to as many as they can. RBC their BA/Avion, TD&CIBC their Aeroplans, etc.

People have their Wallmarts, Canadian Tire, PC, Sears, Costco, etc. cards simply because they are visible in their daily lives.

Unless the card is out in highstreet banks or stores, it does not get the marketing exposure. Travel signup bonus cards without marketing in the high street don't get more flies then us churners and travel bloggers, and the occasional extremely loyal traveler.

So, IHG/Hilton, read this, go get the big banks to cobrand your higher end status symbol.