Consistency does not have to equal uniformity.

I think consistency of brand is a good thing, particularly when referring to level of service, amenities, etc. There is a comfort in walking into Hotel X (Hilton, Marriott, etc.) and knowing basically what will be avaailable to you (Room service until at least 10-11PM, high grade toiletries, bathrobe, broadband connections, and so on).

But the hotels do not have to be identical and anonymous. Particularly overseas or in US areas that have a unique cultural slant (New Orleans, LA, Boston, Phila) -- sometimes you can feel you are in Anytown USA no matter where you are.

I hear that hotel chains are starting to recognize that some variety is desirable. In particular, Ritz Carlton (I believe) is looking to re-do some hotels with more local, distinctive flare.