I try to avoid having tunnel vision in all areas of life, hotel choices included. In many parts of the US, though, local markets are so dominated by chain hotels that know I'll pretty much end up at one anyway. Thus often I simplify my search by looking at what's available from HH, MR, and IHG. These are brand families I've chosen over time because I like the standards of what they offer. Perks and points in their loyalty programs are a small benefit that helps tilt the decision when price and quality points are otherwise close to equal.