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Wyndham Hotels & Resorts has announced the launch of Dazzler Select by Wyndham, a new franchise offering created to empower independent hoteliers in the economy lifestyle segment. The brand serves as an extension of Wyndham’s boutique-inspired Dazzler® by Wyndham portfolio and is designed to help owners maintain their properties’ individuality while leveraging the strength of Wyndham’s global platform.
The debut of Dazzler Select comes amid a major growth opportunity in the US hospitality market. According to STR data, more than 16,000 independently owned economy hotels operate nationwide, representing over 70% of the segment. Many of these properties are locally managed and looking for ways to compete more effectively while retaining their unique character—an opportunity Wyndham aims to meet with Dazzler Select.
The first Dazzler Select property, Magic Moment Resort & Kids Club in Kissimmee, FL, officially joins the Wyndham family today. The resort has earned widespread recognition, including being named TripAdvisor’s #1 family-friendly hotel in the area. The property’s co-owner, Carina Radonich, becomes the newest member of Wyndham’s Women Own the Room program, which champions female hotel ownership and leadership.
Wyndham has already signed two additional Dazzler Select properties and is in active discussions with more than 25 developers. Over the next five years, the company expects to open around 50 new locations, emphasizing quality over quantity and building a network of distinctive hotels across key US markets.
At its core, Dazzler Select is built on Wyndham’s OwnerFirst™ approach. It offers a flat monthly brand fee that combines traditional royalty and marketing costs into a single, predictable payment. This structure lowers the barrier to entry for independent owners and minimizes financial uncertainty.
The brand also prioritizes affordable conversions, requiring limited but impactful design upgrades. To qualify, hotels must hold at least a 4.0 guest rating or higher, ensuring consistent quality across the collection. Each Dazzler Select property will feature a curated set of essentials that today’s travelers expect like complimentary Wi-Fi for Wyndham Rewards members, 24-hour water and coffee stations, one free breakfast item per guest, and boutique-inspired décor that reflects local personality.
Wyndham’s launch of Dazzler Select aligns with broader industry trends showing strong demand for lifestyle travel, especially among millennials and Gen Z travelers. Together representing over four billion consumers globally, these groups take nearly five trips a year on average and allocate close to one-third of their income to travel experiences, according to McKinsey research.
By combining style, value, and authenticity, Dazzler Select aims to capture this growing market of travelers who seek memorable stays with personality without the high price tag.
Geoff Ballotti, President and CEO, Wyndham Hotels & Resorts, said:
Independent hoteliers have long been at the heart of experiential travel, yet unlike those in upscale and luxury, owners in the economy space have often had to go it alone—until now. Dazzler Select gives owners the freedom to preserve their hotel’s character while leveraging the scale, reach, and resources of the world’s largest hotel franchisor. It’s a game-changing opportunity for independents, delivered by the Company that knows these travelers best.”
Anthony’s Take: There has been a lot of movement in wrangling independent hotels into larger brands’ ecosystems. Hilton just announced its latest offering called Outset Collection. Hyatt and Marriott have also been in the game. It’s good to see a new lower-cost option come to market that offers the benefits of a larger loyalty program.
(Image Credits: Wyndham.)
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Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.