If I'm not mistaken, when the current advertising first screened it had higher price points.
Now - who wouldn't want those prices for a room in a large city hotel? So much of their advertising - even post Competition and Consumer Act litigation is misleading.
Like many here, I love my loyalty points and upgrades so Hotel Loyalty sites it is. Member discounts help, but lounges, breakfasts are usually available either way.
Having said all that - the opaque fares and rates that result from some of the bundles that aggregators and offer up seem so good.
Ultimately you have to be honest with yourself about your travel patterns and likely outcomes. Not long ago whilst doing a comparison on Expedia, I saw an awesome international bundle deal - unbelievably cheap, irresistible. I took it - only to learn a few days later that I had to make change because of something unrelated that came up in my diary. It was cheaper to double book and abandon some of my bundled trip than to alter the bundle!!!
Most expensive great deal I've ever had.