Fully agree, and I'd add that "true" 5* luxury hotels (e.g. the Amans of the world) don't match with the same core customer ideals as the mass market brands like Hyatt. Their core frequent stay guests do not care if they get a free breakfast or 2 free bottles of Nestle PureLife at checkin, they want their preferences known without having to ask for them every time. John Q Richman wants to arrive with the staff already knowing that the items in the garment bag he arrives with need to be pressed before being delivered to his room. He wants the room to have extra Acqua Panna water available in his minibar, and at check-in they confirm he still wants his usual room service breakfast of a spinach and tomato omelette, strawberry mango smoothie, and cappuccino with oat milk every morning at 7:30am. He doesn't want it for free, he just wants it proactively done, and if he goes to stay at another hotel of the same brand, that those preferences are proactively communicated.