Virtucomp - I agree that hotels give perks, but they are normally confined to the hotel, and don't extend into a related, but separate business. That's where people get a little ... confused.
Oh, the fine line ...
The best guesses I could find about numbers of onsite vs. offsite guesses had it at roughly 50/50. If that's YOUR business, and 50% of your customers stay onsite and 50% stay off, what do you do? And I think you do exactly what Disney is doing. Try to offer your onsite guests perks with perceived value, but not have them be so valuable that you alienate offsite guests. Have them be valuable enough to maybe tip a would-be offsiter into staying onsite, but not so valuable that the would-be offsiter says, "Eh, let's not do DisneyWorld this year."
I think a lot of us would like to be a fly on the wall in business meetings discussing this stuff. On the other hand, we'd probably have trouble holding our tongues.