Wyndham Introduces Dazzler Select Brand Targeting Economy Hotels

What's Happening?

Wyndham Hotels & Resorts has launched a new franchise brand, Dazzler Select by Wyndham, aimed at independent hoteliers in the economy lifestyle segment. This brand is an extension of the existing Dazzler by Wyndham brand, designed to provide independent hotel owners with access to Wyndham's resources while allowing them to maintain their property's unique identity. The first Dazzler Select property is the Magic Moment Resort & Kids Club in Kissimmee, Florida, which has been converted to align with the new brand. This resort is known for its family-oriented amenities and is located near Orlando's attractions, featuring themed rooms and interactive play areas. Wyndham's introduction of Dazzler Select is in response to the presence of over 16,000 independently owned economy hotels in the U.S., representing a significant portion of the market.

Why It's Important?

The launch of Dazzler Select by Wyndham is significant as it addresses the needs of independent economy hotels, providing them with the benefits of Wyndham's global scale, including its loyalty program and technology platforms. This move is expected to enhance the operational capabilities of these hotels, offering essential services such as complimentary Wi-Fi for loyalty members, 24-hour beverage stations, and breakfast items. By simplifying operations and focusing on cost-effective conversions, Wyndham aims to attract more independent hotel owners to its brand, potentially increasing its market share in the economy hotel segment. The brand's requirement for properties to maintain a guest rating of 4.0 or higher ensures a focus on quality and customer satisfaction.

What's Next?

Wyndham has already signed agreements for two more Dazzler Select hotels and is in discussions with over 25 additional developers. The company plans to open 50 Dazzler Select locations over the next five years, indicating a strategic expansion in the economy lifestyle hotel segment. This expansion could lead to increased competition among economy hotels, prompting other hotel chains to innovate and improve their offerings. As Wyndham continues to grow its Dazzler Select brand, it may influence the broader hotel industry to adopt similar models that emphasize operational simplicity and guest satisfaction.

Beyond the Headlines

The introduction of Dazzler Select by Wyndham may have deeper implications for the hotel industry, particularly in terms of brand identity and customer loyalty. By allowing independent hotels to maintain their unique identity while benefiting from Wyndham's resources, the brand could foster a new model of hotel franchising that balances individuality with corporate support. This approach might encourage other hotel chains to reconsider their franchising strategies, potentially leading to a shift in how hotel brands interact with independent properties.