To be fair, expressing disappointment with not being targeted, or wondering whether there is a recognizable pattern to who did get targeted, are not sentiments that equate to going into conspiracy mode. It is not unreasonable to consider the possibility that a company with tons of guest data might use that data in an attempt to promote incremental business. Personally, I canceled an 11 night Marriott booking during February because I was not targeted. This wasn't an attempt to punish Marriott with my meager business or to convince Marriott to offer me a promotion. It was simply a choice based partly on the fact that Hilton will give me bonus points and Marriott will not.