What is the story about?
What's Happening?
Wyndham Hotels & Resorts has introduced Dazzler Select by Wyndham, a new franchise offering aimed at independent hoteliers in the economy lifestyle segment. This initiative allows hotel owners to maintain their property's unique character while benefiting from Wyndham's extensive resources, including its loyalty program, global distribution, and marketing support. The launch targets the over 16,000 independently owned economy hotels in the U.S., which represent a significant portion of the market. The first Dazzler Select hotel is Magic Moment Resort & Kids Club in Kissimmee, Florida, known for its family-friendly amenities and community spirit. Wyndham plans to open 50 additional Dazzler Select hotels over the next five years, focusing on quality and simplicity in operations.
Why It's Important?
The introduction of Dazzler Select by Wyndham is significant as it provides independent economy hoteliers with access to resources typically reserved for larger chains, potentially transforming the economy hotel segment. This move could enhance the competitiveness of independent hotels by offering them the benefits of a large franchisor's scale and support, without compromising their individuality. The initiative is particularly timely given the growing demand for lifestyle travel among millennials and Gen Z, who prioritize experiences over material possessions. By tapping into this trend, Wyndham is positioning itself to capture a larger share of the travel market, benefiting both the company and independent hotel owners.
What's Next?
Wyndham has already signed agreements with two additional hotels and is in discussions with over 25 developers for future Dazzler Select locations. The company aims to open 50 more hotels under this brand in the next five years, focusing on properties that meet high guest satisfaction standards. As the program expands, it may prompt other hotel chains to develop similar offerings, increasing competition in the economy lifestyle segment. Independent hoteliers may also see increased interest in franchising opportunities, given the potential for enhanced visibility and operational support.
Beyond the Headlines
The launch of Dazzler Select highlights a shift in the hospitality industry towards more flexible and supportive franchising models for independent hotels. This could lead to broader changes in how hotel brands approach franchising, emphasizing individuality and local character while leveraging global resources. Additionally, the focus on lifestyle travel reflects changing consumer preferences, which may influence other sectors of the travel industry to adapt their offerings to meet the demands of younger travelers.
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