I’ve been a Marriott customer for a long time. When I started my solo career as a consultant, my travel agent encouraged me to pick one chain and stick with it. At the time I chose Hilton, stayed mostly at Hampton Inns and was unimpressed. The hotels were often tired and the points system was not very generous.
Then I stayed at a Residence Inn somewhere I don’t recall, but I clearly remember walking in and seeing a message board that welcomed elite guests by name. At the front desk they were thanking guests for being an elite guest. Recognition.