I did a stint in hotel front desk work before flying, and many people don't know that the guest profiles include a "notes" section that follows you around (within brand). It's usually innocuous stuff like allergies, specific preferences, etc. But sometimes you'll see notes like "expect complaints for freebies" or details of past encounters. Smoking in NS rooms, and so on. So, being nice does actually follow you around. So does being a Richard Cranium. Behave yourself accordingly.