AS said earlier here Sofitel doesn't really have a great number of locations, but if you happen to find yourself regularly in one location (Lux for me) then my view is that I may as well take advantage of the programme (No HI, IHG, Marriot etc). The base level is nice with free welcome drink (champagne for 2!) and a few other nice perks. It looks like the gold card gives you the upgrades but from what I can tell it's 14 nights AND a years basic membership. There are far better earnings programmes than this, but when there is little other choice in the city then it's fine.^