Which redemption options you get depends on how you signed up. Generally, if you signed up with an airline program, you only get that airline program and every hotel option. If you signed up with a hotel program, you get only that hotel program and every airline program.
Redemption options also vary based on your country.
And then there are those of us who got ‘orphaned’ because the program we signed up under left e-Rewards and the end result is we have all the redemption options available in our country. I signed up under Delta, who stopped participating in e-Rewards somewhere around 2010 so I’m lucky enough to have them all as redemption options.