Aside from the dissociation with reality that the premise of this thread has, this is actually a reason I don't do 'hotel loyalty' - it works for some but not for me. I will always book where I want to stay, and at the cheapest price available. None of my last dozen or so stays with major hotel chains have been booked directly with them. No continental breakfast or dodgy canapés in the exec lounge... oh well...

At least airlines credit you with miles and give you status benefits regardless of the channel you book through. If that were ever to change then I'd probably be flying U2 a heck of a lot more often.