Summary:
- Wyndham launched Dazzler Select, a franchise model for independent hoteliers.
- The first property is the converted Magic Moment Resort & Kids Club in Kissimmee, FL.
- The company plans 50 openings over the next five years.
WYNDHAM HOTELS & RESORTS launched Dazzler Select by Wyndham, a new franchise model for independent hoteliers in the economy lifestyle segment. It extends the Dazzler by Wyndham brand, letting owners keep their hotels’ identity while accessing Wyndham’s resources, including the rewards program, global distribution, technology and sales support.
The first Dazzler Select property is the converted Magic Moment Resort & Kids Club in Kissimmee, Florida, Wyndham said in a statement. The property, owned by Ariel Tomat and Carina Radonich, is now part of Wyndham’s Women Own the Room program.
“Independent hoteliers have long been at the heart of experiential travel, yet unlike those in upscale and luxury, owners in the economy space have often had to go it alone—until now,” said Geoff Ballotti, Wyndham's president and CEO. “Dazzler Select gives owners the freedom to preserve their hotel’s character while leveraging the scale, reach and resources of the world’s largest hotel franchisor. It’s a game-changing opportunity for independents, delivered by the company that knows these travelers best.”
Beyond Magic Moment, Wyndham has signed two more hotels and is in talks with more than 25 developers, the statement said. The company aims for 50 openings over the next five years.
Dazzler Select is based on Wyndham’s OwnerFirst approach, the statement said. A flat monthly brand fee covering royalty and marketing costs lowers entry barriers, reduces unpredictable expenses and streamlines operations. Its focus on low-cost conversions helps owners avoid major renovations.
The brand also emphasizes simple daily operations. Hotels must maintain a 4.0 guest rating or higher and meet limited core standards: free WiFi for Wyndham Rewards members, 24-hour water and coffee stations, one complimentary breakfast item per guest and select design elements.
Amit Sripathi, Wyndham’s chief development officer, said independent owners in the economy lifestyle segment have been overlooked.
"With Dazzler Select, we're providing a brand tailored to their needs—simple, flexible and backed by Wyndham's support and distribution," he said. "Our goal is clear: help owners succeed on their terms while offering travelers boutique-inspired stays."
The U.S. has more than 16,000 independently owned economy hotels, most locally operated, the statement said, citing STR data. These properties account for more than 70 percent of the segment, highlighting the demand for models like Dazzler Select.
Wyndham recently launched “Dine Out with Wyndham Rewards,” allowing members to earn up to 5 points per dollar on dine-in and takeout at more than 20,000 U.S. restaurants.
