Boutique Style, Budget Sensibility: Introducing Dazzler Select by Wyndham

Core Insights - Wyndham Hotels & Resorts has launched Dazzler Select by Wyndham, a new franchise offering aimed at independent hoteliers in the economy lifestyle segment, filling a gap in the soft-brand landscape [1][4][14] Company Overview - Wyndham is the world's largest hotel franchising company, with approximately 8,300 hotels across around 100 countries [17] - The company operates a portfolio of 25 hotel brands and has a leading presence in the economy and midscale segments [17] New Franchise Offering - Dazzler Select is an extension of the Dazzler by Wyndham brand, allowing independent hotel owners to maintain their unique character while benefiting from Wyndham's scale and resources [4][16] - The first Dazzler Select hotel is the Magic Moment Resort & Kids Club in Kissimmee, Florida, known for its family-friendly amenities and design [2][3] Market Opportunity - There are over 16,000 independently owned economy hotels in the U.S., representing more than 70% of the segment, indicating a significant market opportunity for Dazzler Select [5][6] - Wyndham aims to open 50 additional Dazzler Select hotels over the next five years, with two additional hotels already signed and discussions ongoing with over 25 developers [8][14] Target Demographic - Lifestyle travel is a key growth driver, particularly among younger travelers such as millennials and Gen Z, who prioritize experiences over material possessions [9] - These demographics average nearly 5 trips per year and allocate about 29% of their income to travel [9] Operational Model - Dazzler Select features a flat monthly brand fee, simplifying costs for independent hotels and avoiding unpredictable expenses [11] - The model emphasizes quality, requiring hotels to maintain a guest rating of 4.0 or higher and offering essential amenities like free Wi-Fi and complimentary breakfast items [12][13] Support and Resources - Hotels under Dazzler Select gain access to Wyndham's award-winning loyalty program, advanced technology, and dedicated sales and marketing support [13][16] - The offering is designed to help independent owners succeed while providing travelers with boutique-inspired stays [14]