I attended a business dinner in Florida this week and had an interesting discussion with a few people regarding gold vs platinum. They all travel frequently and rather than try to focus on one hotel chain they stay at both Marriott and Hilton . They all felt that the added value for trying to go exclusively to reach Platinum was not worth it. They end up getting to the 50 night level in both chains. The added points ( no one was thinking about lifetime) were not worth it. Getting concierge privileges is definitely the top benefit( it certainly is for me) and to many people either the added value of platinum is not understood or the added value is not worth exclusivity .