Some corporations mistakenly think lifetime = losing money, that is completely false. Lifetime keep people hooked in. I was told by many Cathay Pacific Airlines ex-management that their biggest regret is not able to convince the brass to offer lifetime status. The brass thinks by being the dominate option in Hong Kong they have the people hooked in anyway, but their internal study shows they are losing at least $100-$150 million a year from would-be lifetime status flyers. (Ironically, myself included). Although my preference is Mandarin Orient or Four Seasons, but because I have Lifetime, i would stay at Marriott properties more than others if top luxury hotels aren't available, or I would stay at Ritz/St. Regis over against Waldorf/Conrad or Andaz/Park Hyatt. There is a reason US-based airlines throw away lifetime like there's no tomorrow.