Is Travel + Leisure's Collegiate Push with Sports Illustrated Resorts Rewriting Its Brand Strategy Narrative (TNL)?

Travel + Leisure Co. recently broke ground on a new Sports Illustrated Resorts destination in Tuscaloosa, Alabama, its first ground-up development in a collegiate market, planned to open in 2028 with mixed-use residential, vacation ownership, and hospitality components near the University of Alabama.
The project highlights how Travel + Leisure is using sports-centric, year-round destinations to extend its brand beyond traditional vacation ownership and tap into passionate college fan…

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