A valid question and one I am happy to answer without my cynical hat on!

I appreciate that organisations like this really want to get their name and brand in front of people roughly every 6 weeks to make sure you are thinking of them or remember them when you happen to consider booking or using their services, so this is really just a way for them to make it appear tailored and individual when it is quite easy to put this together and and mass email your customer base...so nothing special, however, given the rather poor emails in the past from Hilton (exchange rate benefit in London to me and others based in the UK) and many with US Dollar pricing or areas not of interest (not been before, etc...) this appears to be a slight step up in terms of their strategy and hopefully this also means that they will start targeting their customer base better by making better use of their profiling they have done.

So, they know a lot about me from my stay history and have proved that in a small measure with this email and I hope it will filter through to other areas/ways they market to me and try to gain my custom is my answer to your question. (although I am sceptical to be honest that it will work and is likely just a flash in the pan)...

Hope that answers your question, also, I hadn't been keeping track of the statistics and so found it nice to have a data point on these things without doing the work myself. YMMV.