I travel a lot (or at least more than average) and so I stay in a lot of hotels. I try to consolidate into my favorites for several reasons. First, when you're on the road a lot, familiarity is nice. Even if you're in a different city, it's nice to be able to stay somewhere that "feels" familiar. Also, by belonging to several hotel "reward programs" I am able to earn "perks."
I'm a Hilton Honors Gold member, and a Starwood Preferred Gold member. Tonight I'm staying at the Westin Chicago Northwest, and because it's a part of Starwood, I got a pretty nice upgrade - just because they like me.
Hotel and Frequent Flier programs are two of those things that ever traveler should take advantage of. A little loyalty can earn some pretty nice perks!
Also, if you're in the Chicago area, I'd love to meet you tomorrow at the Bridal Expo here at the Westin!