- Travel + Leisure Co. and Wyndham Hotels & Resorts are partnering to build, operate and scale Sports Illustrated Resorts hotels as standalone properties or within mixed-use destinations.
- The first fully branded resort, a 185-suite Nashville property on Music Row, is open, with Chicago, Baton Rouge and Tuscaloosa projects slated for 2027 and 2028.
- Wyndham will use its relationships and its 126 million-member loyalty program to find development partners, targeting college towns and major urban markets.
Travel + Leisure Co. and Wyndham Hotels & Resorts are expanding their partnership to develop hotels under the Sports Illustrated Resorts brand. The deal sets up a framework to build, operate and scale hotels as standalone properties or as part of mixed-use destinations that include vacation ownership or residences.
Travel + Leisure Co. introduced the platform in 2023 as sports-themed resorts in college towns and leisure markets.
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How the Model Works
Travel + Leisure brings brand stewardship, mixed-use development and management expertise. Meanwhile, Wyndham contributes distribution, loyalty and marketing infrastructure.
Wyndham will use its hotel-industry relationships to identify development partners and asset owners. As a result, developers can choose hotel-only projects or larger destinations that combine several parts of the platform.
The Pipeline
Sports Illustrated Resorts Nashville, a 185-suite property on Music Row, now welcomes owners and guests. The property serves as the first fully branded destination. Meanwhile, Chicago is expected to complete the full brand offering in early 2027.
Baton Rouge will become the first confirmed resort with a hotel component. The project will open in phases later in 2027. Tuscaloosa, the brand’s first ground-up resort, should open in 2028.
Wyndham’s Reach
Wyndham operates about 8,400 hotels in roughly 100 countries. In addition, its rewards program has more than 126 million enrolled members. The program already connects to Travel + Leisure’s Club Wyndham, Margaritaville Vacation Club and Eddie Bauer Adventure Club.
Meanwhile, Travel + Leisure runs the resorts under a license from Authentic Brands Group.
Why It Matters
The partnership turns a company-run concept into a franchise-style development opportunity. Wyndham CEO Geoff Ballotti pitched the model as a way for developers to enter the high-yield sports tourism sector. He pointed to year-round demand in college towns and major urban markets.
For owners, the draw is a differentiated brand backed by an established distribution engine. However, the companies did not disclose development terms or deal sizes.
What’s Next
First, watch for the first third-party developers to sign on. Then, watch how the Baton Rouge hotel component performs after its 2027 opening.
