One consistency I have noticed from posts in all the hotel forums is that there are some who think that hotel chain 'A' is more predictable (consistent) and hotel chain 'B' is less predictable. And you can randomly place any of the hotel chains as 'A' or 'B' and it doesn't really matter.

I choose Marriott because they tend to be close to where I have been traveling, my company tends to want us to stay with them more so than the others, I like and understand their Rewards program, I'm almost Lifetime Plat, etc. IOW, for me they work out the best.