Starwood hotels are one of the best chains around. I got Complementry Gold status with American Express Plat card and tried it out. It is a very successful way to lure non-starwood customers into starwood.

After a year, I reached Plat status with Starwood and kept the requalifying ever since. The difference in treatment between Basic/Gold and Platinum is like the sky and the sea. If you collect Starpoints (from Starwood hotels), then Gold gives you a 50% bonus. Of course it won't apply in this case since you will be given aeroplan miles.

The only concrete benifit you get out of gold is a 4:00pm checkout. It is somewhat useful for frequent flyers if you have a evening flight. The upgrade is more like a higher floor and maybe a nicer view. Platinum members, however, are given the best room the hotel has to offer including suites, free breakfast, open bar (in certain Asia properties). Some Platinum members has reported getting the presidential suite. I manage to get suites, but not a presidential one yet.

Nonetheless, I encorage you guys to try the chain out. Westin hotels are very nice with their heavenly shower and their heavenly bed.