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Wyndham Hotels and Resorts has launched Dazzler Select, a new franchise brand targeting independently owned hotels in the economy lifestyle segment.
The concept extends Wyndham’s boutique-style Dazzler brand and is designed to give smaller operators access to the group’s global distribution network, technology systems and Wyndham Rewards loyalty programme while retaining their own branding and character.
The first Dazzler Select property, Magic Moment Resort and Kids Club in Kissimmee, Florida, joins the portfolio this week. The hotel, run by entrepreneurs Ariel Tomat and Carina Radonich, has been recognised for its family-focused design and will now operate under the new banner. Wyndham said two further signings are complete, with around 25 more developments under discussion.
Wyndham president and chief executive Geoff Ballotti said the new brand would give independent owners “the freedom to preserve their hotel’s character while leveraging the scale, reach and resources of the world’s largest hotel franchisor”.
Chief development officer Amit Sripathi said: “Independent owners in the economy lifestyle space have been overlooked for too long. With Dazzler Select, we’re giving them a brand tailored to their needs—simple, flexible, and built on Wyndham’s unmatched support and distribution.”
Dazzler Select will focus on hotels with strong guest ratings and limited operational requirements, including free Wi-Fi for loyalty members, 24-hour beverage stations and one complimentary breakfast item per guest. A flat monthly brand fee is intended to simplify costs and lower barriers to entry for franchisees.
Wyndham said it expects up to 50 Dazzler Select openings over the next five years as it broadens its presence in the economy and midscale markets.
