FlyerTalk Evangelist
Join Date: Aug 2011
Location: Barcelona, London, on a plane
Programs: BA Silver, TK E+, AA PP, Hyatt Globalist, Marriott LT Plat, Hilton Diamond
Posts: 13,041
Guests aren't really the target audience for the proliferation of brands, despite what the marketing department thinks. Hilton (and the other hotel chains) are way more interested in attracting franchisees.
Doubletree, for example, seems to be targeted at hotel conversions who might not want the cost of becoming a full Hilton. But in general, Hilton wants to offer franchisees the chance to be "the only Home 2 Suites" in town, rather than the 3rd "Embassy Suites"...
Loyalty program members are left trying to figure out whether there is a noticeable difference between brands, or consistency within them...