Travel + Leisure Co. and Wyndham Hotels & Resorts are expanding their partnership to develop traditional hotels under the Sports Illustrated Resorts brand, adding a new format to a business that already includes vacation ownership and residential offerings.
Announced on 5 October 2026, the agreement allows developers to build standalone Sports Illustrated Resorts hotels or incorporate them into larger destinations with vacation ownership and residences.
Travel + Leisure Co. will contribute brand oversight, development and management expertise, while Wyndham will provide distribution, marketing, loyalty infrastructure and access to potential development partners.
Sports Tourism Drives Hotel Expansion
The companies see opportunities in college towns and major cities, where sports events and related activities could help attract visitors throughout the year.
“Opening the door to traditional hotels, in partnership with Wyndham, is the next chapter for the platform, giving us new ways to extend the Sports Illustrated experience to travelers while creating distinctive opportunities for developers and asset owners,” said Michael Brown, President and CEO of Travel + Leisure Co.
The hotel model gives property owners greater flexibility to develop projects around the brand without necessarily including vacation ownership or residential accommodation.
“Together with Travel + Leisure Co., we have an opportunity to create immersive, year-round destinations across college towns and major urban markets, anchored in unique experiences, distinctive programming and premier sports-centric events,” said Geoff Ballotti, President and CEO of Wyndham Hotels & Resorts.
Nashville Opens as More Resorts Take Shape
The partnership builds on the Sports Illustrated Resorts concept introduced by Travel + Leisure Co. in 2023.
Sports Illustrated Resorts Nashville is now welcoming owners and guests as the first fully branded destination in the portfolio. Located on Music Row, the 185-suite property features sports-inspired amenities and social spaces, with experiences linked to Nashville’s sports and entertainment scene.
Three further destinations are in development:
- Chicago: Already operating in what the company calls its “preseason era”, with completion and the full brand offering expected in early 2027.
- Baton Rouge: The first confirmed resort to include a hotel component, with a phased opening planned for later in 2027.
- Tuscaloosa: The brand’s first resort built from the ground up, scheduled to open in 2028.
Wyndham Adds Distribution and Loyalty Reach
The agreement extends a longstanding relationship between the two companies, which also covers connections between Wyndham’s hotel network and vacation club brands including Club Wyndham, Margaritaville Vacation Club and Eddie Bauer Adventure Club.
Wyndham Rewards has more than 126 million enrolled members, providing a substantial audience for the planned hotel expansion. The announcement did not set out specific earning or redemption benefits for Sports Illustrated Resorts guests.
Sports Illustrated Resorts is operated by Travel + Leisure Co. under licence from Authentic Brands Group.
