After a strategic acquisition of the media company Travel + Leisure, Wyndham Destinations looked to spark an unprecedented period of growth and disruption in the travel industry. Working closely with Wyndham Destinations’ leadership, DeSantis Breindel transformed T+L into a global, premium lifestyle brand and ecosystem. Our work encompassed a full rebrand effort, including brand architecture and portfolio strategy, a new identity system, and a customer experience strategy to bring the brand to life across touch points.
In January 2021, Wyndham Destinations announced that it would be acquiring Travel + Leisure from Meredith, setting its sights on its next phase of growth during an unprecedented period of disruption across the global travel industry. Through an innovative partnership strategy that licensed the T+L brand back to Meredith so it could continue to run the magazine and media offerings with full editorial independence, Wyndham Destinations’ combined its expertise in membership travel with the most influential magazine for travel and journalistic content to turn Travel + Leisure into a global premium lifestyle brand.
Collaborating closely with Wyndham Destinations’ leadership, DeSantis Breindel developed the comprehensive brand strategy that moved T+L from a media company that communicated the best of travel to a fully experiential brand ecosystem obsessed with helping travelers dream, discover, and deliver their next extraordinary adventure. We rebranded the Wyndham Destinations as Travel + Leisure Co., developed an brand architecture and portfolio strategy that recast Wyndham Destinations as the portfolio sub-brand for its legacy timeshare business, designed a dynamic identity system to complement the universally recognized T+L logo, and concepted a holistic customer experience strategy that seamlessly integrated travel services, rich content, e-commerce, and membership clubs into a single platform branded as Travel + Leisure GO.
Having completed its successful transition from Wyndham Destinations to Travel + Leisure, with a unified portfolio, a dynamic brand identity, and an innovative customer experience, the new T+L is fully prepared to capture a world of leisure travelers ready to travel again and expand its reach and leadership position into new frontiers of global travel, becoming the singular digital destination for turning travel inspiration into reality.