In a strategic move aiming to expand the Sports Illustrated Resorts brand, Travel + Leisure Co. announced a partnership with hotel giant Wyndham on Monday. This collaboration is expected to accelerate the brand’s development into the hotel sector, after initial attempts focusing on timeshares and branded residences were slow to materialise.
Expanding the Brand
The partnership outlines that new Sports Illustrated Resorts can be established as standalone hotels or integrated into mixed-use projects that include vacation ownership and residential components. Under the agreement, Travel + Leisure will oversee brand management and mixed-use developments. In turn, Wyndham will leverage its extensive network, providing loyalty programmes, distribution channels, marketing strategies, and engaging with hotel owners to identify potential development partners.
Roles and Responsibilities
This venture represents a significant shift in strategy for Sports Illustrated Resorts, which has encountered challenges in rapidly launching new properties. With Wyndham’s vast global platform, the brand anticipates a more robust rollout. Wyndham’s existing relationships and marketing reach are expected to provide a competitive advantage in this growth endeavour.
Reporting based on coverage first published by skift.com.