For years, I had followed what most frequent travelers consider an unwritten rule: always book your hotels directly with the brand. With an understanding of the various loyalty programs and how to intelligently earn points, booking direct seemed the smartest route to maximize rewards, elite credits, and potential upgrades.

But over time, something became clear-more so when I was staying at luxury Marriott properties. Despite paying premium nightly rates, the benefits I got rarely justified it: upgrades were inconsistent, there was no guarantee over breakfast, and more often than not, the availability rather than certainty determined the perks.

I finally changed my approach. Nowadays, I book the vast majority of stays in luxury Marriott properties in a different manner, with far better results time after time. The move has changed what I gain from each stay in properties, especially without top-tier elite status.

The Reality of Mid-Tier Hotel Loyalty Status

While Marriott Bonvoy has many different elite tiers, not all status levels are created equal. Like many travelers, I have Marriott Bonvoy Gold Elite status courtesy of a credit card, not thanks to frequent hotel stays. And while Gold status might sound fancy, in reality, the actual on-property benefits are limited.

On the earning side, Gold Elite members earn bonus points on paid stays and may receive late checkout when available. There's also a small welcome amenity depending on the brand, but these are nice perks at best and on the luxury properties where nightly rates often exceed $500, they don't meaningfully enhance the experience.

When I'm spending upwards of that a night, I want real perks-guaranteed breakfast, actual upgrades, and some flexibility with check-in and checkout. Usually, when booking directly with mid-tier status, those become "maybes" rather than certainties.

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How it works: American Express Fine Hotels + Resorts

Amex Fine Hotels + Resorts are available only to holders of certain premium American Express cards, which include the Platinum Card®, Business Platinum Card®, and Centurion® Card. Bookings are through the website AmexTravel.com and apply only to participating luxury properties.

What really makes FHR so special, though, is the consistency. For every single booking, there are standard perks across every hotel brand and regardless of your loyalty status. The general benefits include daily breakfast for two, a $100 property credit, possible room upgrades, early check-in when available, and guaranteed late checkout.

In addition, eligible cardholders receive annual hotel statement credits that can significantly offset the cost. When leveraged thoughtfully, the credits make a luxury travel experience far more approachable.

The Benefits That Truly Enhance Your Stay

The point of luxury is comfort, ease, and experience, and this is where FHR really shines: the included perks aren't symbolic but make quite a real difference in how the stay will feel from start to finish.

Think about the potential savings on daily breakfast alone for two: At high-end Marriott properties, breakfast can run $40 to $60 per person. Over a two- or three-night stay, that adds up quickly.

Late checkout, often guaranteed until 4 p.m., means no stress about rushing out. Room upgrades, although not always to suites, more often than not provide better views or larger layouts. The $100 property credit is easily used toward dining, spa services, or room service to enhance an already enjoyable experience at no additional cost.

These are huge gap-filling perks for travelers who do not have top-tier Marriott status. Value in Direct Booking vs. FHR

Anytime I am looking to book a luxury hotel, I always check prices against Amex Fine Hotels + Resorts on Marriott's official website. Most of the time, the pricing is the same or only marginally higher through FHR.

When the difference is small, it is quite easy for the added value to outweigh additional costs. Provided the FHR rate was only $50 more per night, then there are real benefits of several hundred dollars in breakfast savings, property credit, and flexible checkout.

It just can't compete on a direct booking at the Gold Elite level. Without guaranteed breakfast or meaningful upgrades, the experience feels incomplete compared to what FHR delivers so consistently.

A Real-World Example: Luxury Made More Enjoyable

One of the clearest examples of this strategy paying off was the short retreat to a luxury beachfront Marriott resort. The premise was simple: a quiet, relaxing getaway sans distractions.

Were I to have booked directly, my perks would be scant-no complimentary breakfast, no property credit, no late checkout guaranteed. Booked through FHR, the stay was transformed:

We had daily breakfast for two, $100 resort credit used for dining, early check-in at arrival, late checkout at departure, and a room upgrade to a better view. The nightly rate was just about the same as booking direct, with over $400 in added value included.

More importantly, the experience was smoother and more indulgent. We arrived early without having to wait for a room, enjoyed our leisurely mornings, and left without hurrying-this is what a luxury stay should be all about.

When Direct Booking Still Makes Sense

This is not a one-size-fits-all strategy. Many of these very same benefits are currently given to those who directly book and possess Marriott Platinum, Titanium or Ambassador Elite status-including breakfast, lounge access and late checkout. In those cases, a direct booking would be equally rewarding.

Of course, there are also situations where the FHR is not ideal. Should the hotel not be in the program, or should the FHR rate be much higher, it may not be worth forcing the booking. Mid-range and short stays may also see lesser benefits from FHR perks.

Success is all about flexibility-about knowing when loyalty pays and when other ways of booking yield better value.

Think beyond price to focus on net value

This approach actually taught that the key lesson is to look at value, not only the per-night rate. A slightly higher cost upfront translates into much more in comfort, convenience, and ultimate savings during the course of a stay.

Before booking, I calculate what the benefits are realistically worth. Breakfast, credits, and flexible check-out add up really fast. When the added value is higher than the price difference, the decision becomes clear in an instant. This kind of mindset has helped me enjoy luxury travels more frequently, with fewer compromises. [Insert Image Here}

Final Thoughts

Smarter booking beats blind loyalty. Hotel loyalty still matters, but it works best coupled with realistic expectations. For those mid-tier elite travelers, booking luxury Marriott properties directly often falls short of delivering a true premium experience. Amex Fine Hotels + Resorts fills the gap by ensuring benefits that increase comfort, reduce stress, and provide real monetary value.

It won’t be the right solution for everyone, but for travelers like me, it’s a game-changer. Sometimes the smartest way to be loyal isn't to follow old habits, but to choose a strategy that will deliver the best experience every time.