I'm open to almost anything. In D&D/Pathfinder, I love a lot of the Wondrous Items more than weapons, armor, etc. I think some of my favorites are the Feather Tokens and the Hat of Disguise. The Feather Tokens were always interesting to me and I'd try to find creative uses for them. I think I managed to pin an Ogre with the tree token. I always wished for more and, I think at some point we came up with some but the list was lost unfortunately.
The Hat of Disguise has a special place in my heart. Many fun pranks were played with it.
I do like fluff rewards, however. They can throw interesting things into the story. I've had some characters gain titles fantasy games. They can provide some mechanical benefit to rolls involving social situations. People are more inclined to listen to someone with a title, or possibly hate you more. I remember a game where along with the title we were giving land. Whatever adventure we had been on was quickly forgotten because we decided to develop the land and make it our own little fiefdom. I believe it took from 10th to 17th level before we were done and, this DM was notoriously slow with the xp rewards.
In one World of Darkness game, I remember giving the party this property that was two levels. The bottom floor was a Chinese restaurant and the top floor had a large apartment layout. They ended up leaving most of their havens and making this a group one. They spent more game time in it than anywhere else in the story.