Travel + Leisure and Wyndham plan to grow the Sports Illustrated Resorts brand

Travel + Leisure Co. (TNL) and Wyndham Hotels & Resorts (WH) expanded their partnership to build, operate, and grow traditional hotels under the Sports Illustrated Resorts brand. Until now, the brand has been mostly vacation ownership and residences. As part of the arrangement, Travel + Leisure (TNL) handles the brand, mixed-use development and management, while Wyndham (WH) supplies loyalty, distribution and marketing, and uses its relationships with hotel owners to find development partners.

Developers can build a standalone Sports Illustrated hotel or include one in a larger mixed-use project with vacation ownership units, residences, or both. The brand is aiming at university towns with big athletic programs, dense cities with strong sports cultures, and tourist destinations tied to sports and active lifestyles.

Travel + Leisure (TNL) launched Sports Illustrated Resorts in 2023. It runs the brand under license from Authentic Brands Group, which owns Sports Illustrated. The original plan called for each campus to have a full-service hotel, a vacation club, and residential condos, all designed around nearly 70 years of Sports Illustrated content.

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