Travel + Leisure Co. Expands Sports Illustrated Resorts with Wyndham…

Event summary

Travel + Leisure Co. partners with Wyndham to develop traditional hotels under the Sports Illustrated Resorts brand.
The collaboration leverages Wyndham’s global scale and Travel + Leisure’s brand stewardship for mixed-use developments.
Sports Illustrated Resorts Nashville is now operational, with additional locations planned in Chicago, Baton Rouge, and Tuscaloosa.
Wyndham will identify potential development partners to scale the Sports Illustrated Resorts platform.
The partnership builds on a decades-long relationship between the two companies, including the Club Wyndham brand.

The big picture

This partnership marks a strategic shift for Travel + Leisure Co. as it moves beyond vacation ownership into traditional hotel development. By combining Wyndham’s global reach with the Sports Illustrated brand’s cultural cachet, the companies aim to tap into the high-yield sports tourism market. The collaboration underscores a broader industry trend of leveraging iconic brands to create differentiated hospitality experiences.

What we're watching

Brand Expansion: How the integration of Wyndham’s distribution and Travel + Leisure’s brand will drive demand for Sports Illustrated Resorts.
Development Pace: The pace at which new Sports Illustrated Resorts locations will be developed and operationalized.
Market Differentiation: Whether the sports-centric model will create a sustainable competitive advantage in the hospitality sector.