Would a SPG loyalist like to explain what caused SPG to sell ? If loyalty is supposed to increase spend and SPG did the most for it's biggest spenders why did it need to sell? I remember it struggling financially.

I want better perks at Hilton and Marriott. I just gave up my Hilton Aspire and stopped pushing for Platinum elite to remain a free agent for my spend. I use my budget and points at the highest end hotel in the area unless I'm using a FNC or it's a simple trip.

I was really on Hilton's team with the cool perks for cc during pandemic like the resort fee being used for restaurants. My stays at Conrad Chicago and Waldorf Astoria Maldives were top notch. I felt like a Hilton lead the pack with cc and FNC extensions or turning weekend into all nights. The tip more, room service at a request and loss of breakfast was enough I don't care about another coupon card and diamond status.

Now Marriott is saying because we are bigger you should accept what we offer? Why won't someone just be a free agent? Use programs like virtuso or Amex Fine Hotels etc for upgrades on cash paid stays?

Loyalty isn't valued anymore. Look at telecommunications they give discounts to new customers not existing. Any brand that truly values loyalty imo has to take out the short term mindset for long term. These companies worry about share price quarterly if not daily. They can't play the long game imo.