I did this just a month ago, as travelocity was the only way I could get consecutive nights.
I showed my loews card at check in, the upgrade was not available, and I was informed that they are changing this and the only way to receive benefits, upgrade, wine is to book through the loews site. He said it would be taking effect soon...he couldn't give me a date.
I did get all the treats except for the upgrade this time...flawless!
I will always ask at check-in and show my card.