Starwood/SPG pioneered the REAL hotel loyalty program IMHO. Yes, programs existed before them, but they were the ones that got me to stick with ONE chain whenever/however/wherever possible. Real loyalty is different from simply stacking points or miles - it means you go out of your way and SPG's perks and benefits (and implementation/execution) drove intense loyalty (for lots of good reasons). Today's WOH is similar, for sure....