Hotel loyalty programs face a unique challenge that airlines don’t. Airlines set the rules and provide the product directly. Hotels have to get properties which are often owned and even managed separately to comply, with benefits like upgrades delivered consistently by individual employees at a front desk perhaps thousands of miles away. They rely on individual hotels and even employees to comply.
As a result it can be like playing whack-a-mole with individual properties. And with hotels around the world, members may be experiencing things on the ground that programs don’t know about. Or if they see an issue raised in passing it may not resonate with all of the issues they’re facing.