Promotions for loyalty are poisonous to the company. Merit / track record is the only way to go.
Its usually better to hire the internal person who you know can do a good job, than to hire an external who looks twice as impressive on paper. Yet we often do the opposite.
Merit/track-record is a key metric, but not the only requirement. Interpersonal skills, future plans (loyalty, career track, etc), attitude, potential...
Tenure isn't worth zero, but it's not a "guarantee for greater responsibility and compensation".