You are 110% correct. Unfortunately, the hospitality industry has brainwashed frequent travelers with the moniker loyalty program. Loyalty implies more than a simple transactional relationship, but rather a closer, intimate relationship. This is the big lie!!! As you correctly stated, these are marketing programs designed to incentivize travelers to spend their travel dollars at one travel provider instead of another. As incentive, the travel provider increases the ROI (i.e. give you freebies) on your travel dollars commensurate with your value to Marriott. . As your worth changes, Marriott will accordingly change your benefits, and your ROI on your travel dollars will likely change as well. Any discussion of loyalty is misguided

Hint: If you are described as a customer, your relationship is likely transactional. Closer business relationships often are described as client, patient, partner, associate, shareholder, etc.