Wyndham Hotels & Resorts launched Dazzler Select by Wyndham, a new franchise offering designed for independent hoteliers in the economy lifestyle space. Dazzler Select is an extension of Dazzler by Wyndham, a boutique brand that currently serves Latin America.
The soft brand is targeting the 16,000-plus economy, independent hotels in the U.S. The first Dazzler Select debuts today with the conversion of Magic Moment Resort & Kids Club in Kissimmee, Fla. Wyndham has signed agreements with two additional hotels and is in active discussions with more than 25 additional developers.
Amit Sripath, chief development officer at Wyndham Hotels & Resorts, said Wyndham’s goal is to have 50 hotels in the brand within the next five years, and possibly more. He estimated the average key count in the brand's hotels would be 50.
“Independent owners in particular have often been overlooked, whether it be from a technology support standpoint or for distribution and from a soft brand perspective,” Sripath said during a press conference last week. “It allows owners to preserve their individuality. It affords guests to stay at an experience and experience that is a really unique, cool hotel at an affordable price point."
Per STR, there are more than 16,000 independently owned economy hotels in the U.S.—most of which are owned and operated at the local level. Collectively, these hotels are estimated to represent more than 70 percent of the segment.
Joining the Brand
Dazzler Select hotels pay a flat monthly brand fee that covers traditional royalty and marketing fees. The company expects this model to lower the barrier to entry.
To join Dazzle Select, hotels must carry a 4.0 guest rating or higher on Google and offer free Wi-Fi, 24-hour water and coffee stations, one complimentary breakfast item per guest and boutique-inspired design elements.
Leo Danese, brand leader for upscale and lifestyle at Wyndham, said Dazzler Select was developed based on what the company’s guests and owners said they needed. Danese also believes the brand taps into a clear trend. “At its heart, Dazzler Select is really giving our guests something that they’re asking for—and owners, something that they need,” he said. “It’s lifestyle inspired, it’s boutique in its feel, but it’s approachable in its price point. Consistency and quality are key.”
Magic Moment Resort & Kids Club
The first Dazzler Select debuts today with the conversion of family-focused Magic Moment Resort & Kids Club in Kissimmee, Fla. The hotel is owned by Ariel Tomat and Carina Radonich, who are now the newest member of Wyndham’s Women Own the Room program.
“What makes Magic Moment extraordinary is not just our rooms or our amenities—it’s the soul we put into every stay, every detail, every memory created for our guests," said Radonich, co-owner of the Magic Moment Resort & Kids Club. "With Dazzler Select by Wyndham, we discovered the perfect partner: one that allows us to protect what we’ve built while giving us access to a world-class platform of support, reach, and innovation. This isn’t about changing who we are, it’s about amplifying our voice, expanding our possibilities, and showing that independent spirit and global strength can thrive together.”
Beyond Magic Moment, Wyndham has signed two additional hotels and is in active discussions with more than 25 additional developers. Over the next five years, the company is targeting 50 additional openings.