Sports and Fitness Fusion: Sports Illustrated Resorts Align with the Wellness Travel Trend
Krissy Vann | Host, All Things Fitness and Wellness
Travel + Leisure Co., a prominent membership and leisure travel company, has joined hands with Sports Hospitality Ventures, LLC, the hotel and resorts licensee for the Sports Illustrated brand across North America and the Caribbean. Their joint venture introduces an innovative concept: a network of sports-themed resort and lifestyle complexes strategically located near universities with devoted fan bases, particularly in college towns.
These Sports Illustrated Resorts are designed to cater to a growing trend among travelers who seek to incorporate sports and fitness activities into their vacations. The resort campuses are set to include full-service hotels, vacation clubs, and residential condominiums. Each will share a unique, cohesive design that immerses guests and owners in iconic moments from nearly 70 years of Sports Illustrated content. Additionally, these campuses will feature branded attractions, including live sports and entertainment, fine dining, wellness facilities, and relaxation areas.
The first Sports Illustrated Resorts property opened its doors in 2022 in Cap Cana, the Dominican Republic. Future locations are planned in college towns, chic beach clubs, and leading leisure destinations. One such college town resort will be established in Tuscaloosa, home to the University of Alabama, known for its rich sports history. It is notable that Tuscaloosa was recently recognized as one of the 25 best college towns in the U.S. by Travel + Leisure.
With the Tuscaloosa resort campus as a starting point, this collaboration plans to expand its presence in college towns, high-traffic urban centers, and sports and entertainment districts. The resorts' growth model is expected to be asset-light, with the Tuscaloosa resort scheduled to open in late 2025, leading to incremental growth in Travel + Leisure Co. business starting in the second half of that year.
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Photo Credit: Business Wire