Great topic!! "False sense of entitlement" who is the Reno Hilton manager trying to fool? Loyalty programs are all about entitlement. I patronize United, Hilton, and Avis to achieve elite status so I can enjoy the promised benefits. Too many travel/hospitality employees forget that in this economy frequent fliers have many alternatives when planning their business travel. Its a two way street -- if the loyalty programs honor their commitments to their members, we'll remain loyal; but treat us poorly too often, we'll switch allegiances to a company which truly values our business. Its that simple.