The value of Gold or Diamond is really based largely on the brand of hotel at which you regularly stay. I have been Diamond for years, but probably 90% of my stays are at Hampton Inn's, where, aside from the the chance to get a special parking space and extra points, Diamond status means little. I'd say it only even gets acknowledged at check-in about 50% of the time at best, not that I care. On the occasions I have stayed at a "higher" end hotel (Hilton, Doubletree etc.) I cannot recall getting any kind of upgrade in years.