What's Happening?
Wyndham Hotels & Resorts has introduced Dazzler Select by Wyndham, a new franchise model aimed at independent hoteliers in the economy lifestyle sector. This initiative allows hotel owners to maintain their property's unique character while benefiting from Wyndham's extensive global resources, including its loyalty program, technology, and marketing support. The launch comes as a strategic move to tap into the large market of independently owned economy hotels in the U.S., which represent over 70% of the segment. The first Dazzler Select hotel, Magic Moment Resort & Kids Club in Kissimmee, Florida, exemplifies the brand's focus on creativity and family-friendly amenities.
Why It's Important?
The introduction of Dazzler Select by Wyndham is significant as it provides independent hoteliers with the tools and support needed to compete in the economy lifestyle market. By leveraging Wyndham's global scale and resources, these hotels can enhance their offerings and attract more travelers, particularly millennials and Gen Z, who prioritize experiences over material possessions. This move could potentially reshape the economy hotel landscape by offering a viable alternative to standalone operations, thus increasing competition and innovation within the sector.
What's Next?
Wyndham plans to expand the Dazzler Select brand with 50 additional openings over the next five years. The company is actively engaging with more than 25 developers to further this expansion. As the brand grows, it is expected to attract more independent hoteliers seeking to benefit from Wyndham's support while maintaining their unique hotel identities. This expansion could lead to increased market share for Wyndham in the economy lifestyle segment.
