Consistency of policy and process across a brand is absolutely critical.

For some brands, consistency of the properties themselves is also very important. Hilton Garden Inns are a perfect example of this. If I pull off the highway at 10PM I want to know EXACTLY what I'm getting. If I see an HGI sitting next to a Ramada and a Holiday Inn, I pick the HGI every time.

But for other brands (particularly luxury hotels), I'd rather have unique local flavor paired with the consistent process, service, and policies of a good chain.