I stayed at a Homewood Suites where they decorated my upgraded suite with balloons, two bottles of wine, wine glasses, and a birthday cake. They never had a lifetime diamond before and it was actually my birthday when I checked in. I also receive the best treatment in Europe and Africa. Last time in South Africa, I was upgraded to a penthouse loft suite. The general manager made an appearance and said that I was only the 2nd lifetime diamond member this year (and that was in September this year). I didn't know that lifetime diamond was going to be a distinction.
As for upgrades in the United States, I probably receive some sort of "upgrade" 75% or more of the time. It's more difficult to realize an upgrade when staying at the non full-service hotels and resorts (corner room, high floor, oversized room). On my last stay at a premium resort, the Waldorf Orlando, I asked for and received an upgrade to a 1-bedroom suite connecting with another room (making it a 2-bedroom suite).
I'm no longer afraid to ask for an upgrade at checking, and I always note each reservation with a similar request to the best available room/suite.