I'm quite loyal when it comes to air travel. At least within an alliance.

To put another way, I'm a captive at the mercy of the FFP.

Because the airports are generally the same, the experience is generally the same, so the marginal differences from FF recognition (e.g. priority access) becomes magnified.

When it comes to hotel, anything goes. There is huge variability in location, individual property qualities, etc. I assess them all on property by property basis. If most things are equal I'll stick with the brand to get points, lounge access, etc. But things are almost never equal.