I only bothered to active my SPG Gold because it came free with my Plat card, otherwise Hilton gets 100% of my business. I have found Hilton with my HH Gold status is pretty good at upgrading at the minumum my "View" in the room, eg. City to Bay etc..., which 98% of the time, is more than enough for me. Not to mention the evening receptions and breakfast in the mornings.