Wyndham Locations to rename itself Vacation + Leisure Co. as element of manufacturer invest in from Meredith

Hoping to choose benefit of a submit-pandemic surge in leisure vacation, timeshare and holiday vacation ownership company Wyndham Locations is buying the Journey + Leisure manufacturer for $100 million from Meredith Company. Wyndham Places will rebrand by itself as Travel + Leisure Co. in early 2021, although the Journey + Leisure journal will keep on to be operated by Meredith Company beneath a 30-yr licensing arrangement.

Vacation + Leisure’s present staff will continue being workforce of Meredith, in accordance to a assertion. The deal was 1st described these days by The Wall Street Journal.

“It’s a great branding possibility,” says Noah Brodsky, chief brand officer, Wyndham Places. “That gives us an option to broaden our industry, to go absent from just timeshare.”

The go will see Wyndham Locations leverage the name of the storied Travel + Leisure magazine, and will assistance the enterprise set up a unique brand identification separate from its 2018 spinoff, Wyndham Accommodations & Resorts. Brodsky sees leisure journey as a single of the 1st sectors set to return when the pandemic turns a corner, and says the branding from Travel + Leisure will assist it put together for that surge. 

“[Travel + Leisure] is a potent, worthwhile media model that opens up much more organization chances to a business/manufacturer that is trapped in a stalled market for the reason that of the pandemic.” suggests model leadership professional Denise Lee Yohn. Yohn says the move will assistance Wyndham move absent from becoming related almost fully with qualities.

The magazine’s operations will retain editorial independence, suggests Jacqueline Gifford, Editor in Chief of Journey + Leisure. “It presents us the liberty of journalists to do what we’ve been performing for 50 yrs,” mentioned Gifford. “This is a important expenditure in conditions of Journey + Leisure getting a more substantial model.”

As element of the rebrand, Wyndham Locations stock will consider on the ticker symbol TNL in mid-February.