It really depends on what you want out of a loyalty program. For straight earn and burn, I find Hilton to be better as their promotions and credit cards are generally better IMO than Marriott. When I am traveling and just need a hotel off the interstate not in a big city, I generally find more Hampton's that FFI. Marriott has many more options toward the top of the chain than Hilton when looking for resorts and places like that. From what I understand, Marriott generally wins when it comes to the upgrade game for those with high status. Premium rooms can be booked with points at Marriott too for prices that are just expensive rather than certifiably insane compare to the base rate.