Sports Illustrated Resorts Partners With Wyndham to Expand Hotel Portfolio
Travel + Leisure Co. deepened its partnership with Wyndham Hotels & Resorts to scale the Sports Illustrated Resorts brand into the traditional hotel market following its 2023 launch. The collaboration establishes a framework for building and operating hotels that combine hospitality with mixed-use development opportunities, giving developers greater flexibility in how they implement the sports-focused destination concept. Wyndham will leverage its industry relationships and development infrastructure to identify partners and accelerate the platform's growth.
Sports Illustrated Resorts debuted in 2023 as Travel + Leisure Co.'s attempt to create destination-focused hospitality venues anchored in the sports and entertainment sphere. The brand targets college towns and leisure markets, blending traditional resort accommodations with residential and vacation ownership components. Nashville's property, featuring 185 suites on Music Row, represents the first fully realized location, incorporating sports-themed amenities and programming.
The Wyndham partnership marks a strategic shift toward scaling through traditional hotel development rather than relying solely on mixed-use resort concepts. By tapping Wyndham's established relationships with developers and its commercial infrastructure, Travel + Leisure Co. aims to accelerate expansion while offering greater flexibility in how properties are configured—allowing either standalone hotels or larger mixed-use complexes incorporating multiple brand elements.
This expansion could reshape sports tourism by creating year-round hospitality destinations in major markets and college towns, potentially attracting leisure travelers seeking branded sports experiences beyond standard hotel stays. Developers gain new investment opportunities in the high-yield sports tourism sector, while travelers may encounter more immersive, event-driven destinations. The partnership's success could influence how established media brands enter hospitality, though competition and market saturation in destination travel remain considerations for long-term viability.