With closing of the deal for Starwood, and the announced linking (not merger yet) of rewards programs, I'm trying to figure out how to optimize for this year and next. For the past several years I've managed to achieve Plat in SPG, and Plat in MR (and Diamond in Hilton, for that matter!). This does take some "purposeful booking" and occasionally staying at a less convenient property to hit my nights. I've already cleared Plat in SPG this year, and am working towards PLAT in MR. I will make it, but it does require to go out of my way on a couple of trips to stay at a Marriott property. Given the linking of accounts, is it worth the trouble to achieve top-tier in both programs?