I have experienced this several times in China in the past year. Not at Marriott properties, though.

First time I stayed at the Shangri-La Shenzhen Futian last summer, at check-in, the attendant specifically said that, since it is my first time staying at the hotel, they have upgraded me to an Executive Suite. I have been back to the hotel several times since then, but have never gotten another suite upgrade. They have upgraded me to a slightly better room than the base room.

Stayed at Hyatt Regency Shenzhen Airport last month, and was also upgraded to a suite. Again, the attendant specifically said that it was because of my first time staying at the hotel (not sure whether being a Globalist was also part of the reason). I have not returned to the hotel since then, so I do not know yet what future stays will bring.