I don't see it being a big problem because of the way the resort is already set up. The units in the West Village Clubhouse were originally studio units - a slight improvement over a hotel room. Many years ago those were upgraded, and while they still call them "studios" I don't think they are individually owned any more - if you look at the resort website, they note that certain unit configurations are only available as rentals from the resort.
Those units, plus anything owned by the developers are rented out, plus units available through the resort rental program. So there are already renters staying on the property, aside from those who rent directly from individual owners.
Also, the resort has several HOAs, with each HOA owning certain portions of the resort. Thus each of the amenities is owned either by the Wilson Group, or by only one of the HOAs. Each HOA pays a fee to use the amenities not owned by that HOA. This would be no different with a hotel on-site. If anything, it might reduce the cost of the amenities to the HOA groups (or the income generated by the HOA for any amenities they own).
It may be a smart move in terms of what will happen with future development. They have space to build more accomodations, but if they build a hotel it doesn't have to be sold. They can collect annual fees in the form of room rentals, which may be a smart move in the current market.
As for the name, it doesn't really matter to timeshare owners. We are still Orange Lake owners, not Holiday Inn Club members - the club is the new name for Global Access. No, it doesn't have the appeal of Marriot or HGVC, but I think it sounds better than Global Access. Trip Advisor may have changed their listing, but they may also end up adding a separate listing for Orange Lake vs. Holiday Inn at Orange Lake, as they are likely to end up being different types of accomodation.