Wyndham Hotels & Resorts has unveiled its latest franchise offering, Dazzler Select by Wyndham, aimed at independent hoteliers in the economy lifestyle segment. The new brand extension of Dazzler, by Wyndham is designed to blend boutique style with budget sensibility, giving owners the freedom to retain their hotel’s unique character while benefiting from Wyndham’s global reach and resources.
With over 16,000 independently owned economy hotels in the U.S., most operated locally, Dazzler Select fills a long-standing gap in the soft-brand market. Wyndham’s offering provides access to its award-winning Wyndham Rewards loyalty programme, advanced technology platforms, and dedicated sales and marketing support, all under a simplified and cost-effective model.
“Independent hoteliers have long been at the heart of experiential travel,” said Geoff Ballotti, President and CEO of Wyndham Hotels & Resorts. “Dazzler Select gives them the tools to thrive without sacrificing their individuality.”
The brand’s first property, Magic Moment Resort & Kids Club in Kissimmee, Florida, joins the Wyndham family today. Known for its playful design and family-first approach, the resort is led by entrepreneurs Ariel Tomat and Carina Radonich, the latter now part of Wyndham’s Women Own the Room initiative. The resort has earned acclaim for its immersive themed rooms and interactive Kids Club, making it a natural fit for Dazzler Select.
Wyndham has already signed two additional hotels and is in talks with more than 25 developers, aiming for 50 openings over the next five years. The brand targets quality over quantity, requiring participating hotels to maintain a guest rating of 4.0 or higher.
Dazzler Select’s OwnerFirst, model simplifies operations with a flat monthly brand fee and minimal renovation requirements. Essential standards include free Wi-Fi for loyalty members, 24-hour water and coffee stations, one complimentary breakfast item per guest, and boutique-inspired design touches.
“Dazzler Select is about amplifying what independent hotels already do well,” said Amit Sripathi, Wyndham’s Chief Development Officer. “We’re offering a flexible, supportive brand that helps owners succeed while giving travellers the unique experiences they seek.”
With this launch, Wyndham becomes the only major hotel company offering soft-brand solutions across every chain scale, from economy to luxury, reinforcing its commitment to empowering independent hoteliers and meeting the evolving preferences of modern travellers.
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