Hopefully the airlines do take some notice but I've no evidence of this. The main benefit I'm looking for is if I'm not travelling business or first I can use the lounges, as many cups of coffee and croissants as I can eat. In reality I'd rather be in a bar watching a sports channel.
This summer BA sent an offer for discounted time on their sims, I couldn't do it this time but if it happens again.
On the downside I get offers for credit cards every couple of weeks.