I think this is a good step In the right direction. People may not be consistently very active every year for hotel stays if its more for leisure than business. And it makes sense that they do this Now. The airline I have elite membership with does this too though I value the 2 year membership period till renewwel as well.

Benefits ? Hmm well that would be nice though you will see hotel reviews from PaloM and Myself about plat treatment which will not be very positive.