Travel + Leisure Co. (NYSE: TNL) announced the addition of a Sports Illustrated Resorts property in Baton Rouge, Louisiana, near Louisiana State University. The move extends the brand into the South‑East and targets families and younger travelers familiar with the Sports Illustrated lifestyle positioning.
The Baton Rouge property is a conversion of the Hilton Baton Rouge Capitol Center, which Northshore Development purchased for $40.5 million. Renovations are slated to begin in early 2027, with completion expected in late 2027, positioning the resort to serve the growing sports tourism market in the region.
The announcement comes as part of TNL’s broader multi‑brand strategy, designed to broaden its customer base beyond the traditional timeshare demographic. The company’s recent earnings show Q4 2025 revenue of $1.03 billion and net income of $230 million, while Q1 2025 revenue was $934 million with net income of $73 million, indicating steady growth that supports new capital investments.
CEO Michael D. Brown said the expansion “helps diversify our portfolio and capture emerging trends in the travel industry, ensuring long‑term growth and customer loyalty.” COO Geoff Richards highlighted Baton Rouge’s suitability as a sports tourism engine, citing the city’s college sports culture and event history.
TNL is scheduled to report its Q1 2026 earnings on April 22, 2026, with analysts projecting $1.30 EPS and approximately $954.8 million in revenue. The new resort is expected to contribute to the company’s long‑term revenue growth and reinforce its position as a diversified leisure travel company.
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