When does travel brand loyalty make sense?

“There was a power outage during my stay, so we all just sat around and chatted. That would never happen at a Hilton.”

Exactly. These hotels are mostly miserable as regards personal interactions, even in the executive lounge at drinks time. It's like people adopt an aloof, brand-hotel manner when they enter them. In many cases, the more I pay, the more I find fault. Personally, I have no loyalty to any airline or hotel chain.