LR 5 can do geolocating. Pretty similar to Aperture 3.6.
As you've discovered they want GPX. Also, if you wish to either fine tune the location or don't have GPS data, the maps are rather lame depending on what you do. Google's maps eg don't have much trail info; I like Open Street Map better for that.
I'd recommend HoudahGeo. It's much easier to geo reference than Aperture or LR IMHO. And it incorporates GPSBabel, which is an open source converter. You can just get the converter, but it's not super user friendly if you don't know GPS well. HoudahGeo can import NMEA data, or GPX, or Google Earth or CSV or others. And it can use Open Street Map.
Further, HoudahGeo can look inside LR catalogs or Aperture libraries to find the photos you want to geolocate. And do reverse geolocation. And it has various options for writing the info to files; geotags can be written right into RAWs or as sidecars. It specializes in geolocations so it's obviously more capable.
Frankly, I dunno why someone would buy a camera company GPS. Not only are they uber expensive, and of limited use, but they often have very old GPS hardware inside, so they are very slow to acquire, poor performers in cover, hard to manage, and battery hogs (some on your camera). I used a standalone unit that performed so much better.
These days, however, I use my iPhone or other mobile device. I think the best app for this is gps4cam. Amazing. The really nice thing is you can go manual, and mark when you take a shot by shaking the phone, or use a track. But it can space out the track points it collects and hence save battery life. You just take a picture of a QR code it generates and use that to geocode; no need to transfer files. You do that with either their app, or my preference, HoudahGeo. It will find the QR Code in your folder of picture, you click it, and bingo, it has all the photos coded. Really magical.
EDIT: Houdah makes a freebie front end for GPSBabel to do conversions only; it's called HoudahGPS and you can get it here:
http://www.houdah.com/free/