The no annual fee version of the hilton card is absolutely worth it for me, 5x base, I like that they allow you to pay any portion of the bill with points, IIRC with IHG it had to be in like 10,000 point increments. Once you get status with hilton the points multiplier goes up. I do not think the annual fee versions are "worth it" but if I didnt have so many other cards I'd probably whatever the highest tier one is my main card. We're just in a place right now where we are staying at hiltons 40 or 50 times a year.

If you are staying only at the high end properties, the higher end cards become worth it. We are staying in hamptons that have surprisingly decent free breakfast by default.