That’s a good question. We will have to wait and see what gets announced moving forward. Obviously the Wyndham brand name is ultimately owned by the hotel company. I believe Wyndham Destinations currently pays some type of royalties to the hotel company for continued use of the Wyndham brand name.
Wyndham Destinations wholly owns several timeshare entities, including but not limited to Club Wyndham, SVC, MVC, and Worldmark. Only one of these entities explicitly uses the Wyndham brand name today. Does Wyndham see value in rebranding away from the Club Wyndham brand name? Perhaps.
The announcement makes mention of recovering the 100mm purchase price within roughly two years, so if we assume Wyndham Destinations pays royalties for the existing brand name, perhaps this is how they are, at least in part, recouping the 100mm over a two year period, by recouping the cost of existing royalties. This assertion would then require that all Club Wyndham resorts will rebrand to Travel & Leisure resorts.
That said,knowing Wyndham, I wonder if they might take this up a notch so to speak. What if Travel & Leisure becomes an entirely new brand and type of timeshare entity in and of itself? In my view, simply changing the existing Club Wyndham brand to Travel & Leisure would be like putting lipstick on a pig. Unless Wyndham fundamentally changes their suspect timeshare sales and business practices, doing so would simply tarnish the trust associated with the Travel & Leisure brand name. I therefore suspect something more than meets the eye is in play here.
For example, Wyndham made mention in the past two owner meetings of adopting some type of timeshare lease purchase temporal ownership option as opposed to lifetime ownerships in place today. Perhaps a new entity will be born that is attached to a new and different ownership model that will use the new brand name. Just one of many possible examples.
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