What's Happening?
Wyndham Hotels & Resorts has introduced 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 and is designed to provide independent hotel owners with access to Wyndham's extensive 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, known for its family-oriented amenities and design. This move comes as there are 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 is significant as it addresses the needs of independent economy hotels, a segment that has often been overlooked. By providing these hotels with access to Wyndham's global scale, loyalty program, and technology platforms, the brand aims to enhance their competitiveness in the market. This initiative could potentially lead to increased revenue and growth opportunities for independent hotel owners, while also expanding Wyndham's presence in the economy lifestyle segment. The brand's focus on operational simplicity and cost-effective conversions is likely to appeal to hotel owners looking to streamline operations and reduce costs.
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 aims to open 50 Dazzler Select locations over the next five years. This expansion plan indicates a strong commitment to growing the brand and capturing a larger share of the economy lifestyle hotel market. As the brand grows, it will be important to monitor how it impacts the competitive landscape and whether it successfully meets the needs of independent hotel owners.
