Hilton Worldwide, Tropicana Las Vegas sign franchise deal October 26, 2012 at 12:16 pm Chris Sieroty, LAS VEGAS REVIEW-JOURNAL Hilton Worldwide customers will again have a prime sport on the Strip to earn and redeem their points. The hotel company said Friday it had reached a franchise deal linking the Tropicana Las Vegas to its Doubletree by Hilton brand beginning in January. Under the terms of the franchise agreement, Tropicana Las Vegas will continue to own and operate the 35-acre resort, which recently completed $200 million in renovations. In return, the Hilton will be able to offer its loyalty program members a place on the Strip after a 14-year absence. The Tropicana will be integrated into Hilton’s websites and toll-free reservation number. Financial terms of the agreement were not disclosed. “We are proud that, with the addition of the Tropicana Las Vegas to our portfolio, Hilton Worldwide will continue to build upon its rich history in Las Vegas,” said Rob Palleschi, global head of Doubletree by Hilton. Hilton Worldwide in January ended its franchise agreement with Colony Resorts LVH Acquisitions LLC, forcing the company to give up its Hilton name and loyalty program at the former Las Vegas Hilton adjacent to the Las Vegas Convention Center. The struggling off-Strip hotel was renamed the LVH. Hotel operators that don’t offer gambling have been targeting Las Vegas resorts in an effort to offer their customers alternative choices. Marriott International Inc., for instance, is affiliated with the Cosmopolitan of Las Vegas, and InterContinental Hotel Group Plc has an agreement with The Venetian. Contact reporter Chris Sieroty at firstname.lastname@example.org or 702-477-3893.