It is if they come back.
-I benefit because I get free stuff. -front desk benefits because they get cash. -hotel benefits because I keep coming back to the hotel (because of relationship i form with front desk attendant).
However it is an example of successfully hacking some (non-computer) system to your advantage.
So to me...most of the customer is there once and never [e.g. 4+ years pass] again.
Maybe for someone who hits the same hotel/motel multiple times a year that would qualify.