In 2009, Hilton Worldwide and Colony Resorts signed a  three-year license that gives Colony Resorts the right to use the Hilton brand, and it links the property to Hilton’s “Honors” loyalty program. The decision will force the hotel to drop the Hilton name and loyalty program.

Las Vegas Hilton spokesman Owen Blicksilver says the property is currently in discussions with other Las Vegas casino and hotel operators and is expected to announce a new affiliation in the coming months. Blicksilver says the company is also analyzing the possibility of negotiating a new license agreement with Hilton Worldwide..

Since its creation in 1969 by Kirk Kerkorian as the International Hotel, the iconic Las Vegas hotel has gone through multiple owners. The hotel was bought by Hilton Hotels Corp in 1970 and renamed as the Las Vegas Hilton. In 1998, the hotel was transferred to Park Place Entertainment and sold six years later to Colony Capital LLC for $280 million.

Located adjacent to the Las Vegas Convention Center, Hilton Las Vegas has 2,956 rooms and 305 suites and a 74,000-square-foot casino, with a dozen restaurants and the Hilton Theater showroom.  The Hilton is also known as the Las Vegas home to Elvis Presley, who played numerous sold out shows since 1969 and maintained a residence at the property until December 1976.

Hilton Worldwide will continue operating several Las Vegas hotels, including the Hilton Grand Vacations, Doubletree, Embassy Suites, Homewood Suites, Hampton Inn and Hilton Garden brands.

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