Wyndham has launched Dazzler Select, a new soft-brand concept that allows independent economy hotels to maintain their individuality while gaining access to the company’s global network, technology, and loyalty program.
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WyndhamWyndham Hotels & Resorts has announced the launch of Dazzler Select by Wyndham, a new soft-brand franchise aimed at economy-tier independent hotels. The move expands Wyndham’s presence in the fast-growing “economy lifestyle” segment, offering boutique-style design and amenities at accessible price points.
As an extension of the existing Dazzler by Wyndham brand, Dazzler Select provides hotel owners the flexibility to retain their unique identity while benefiting from Wyndham’s global scale, technology, marketing, and loyalty ecosystem.
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Image: Wyndham
Key Features and Requirements
Dazzler Select operates under a low-barrier entry model, with a flat monthly brand fee that covers traditional royalty and marketing costs—making it financially straightforward for smaller operators. Participating hotels must meet minimum guest rating standards, typically around a 4.0 on Google, and offer a set of brand essentials such as:
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Free Wi-Fi for Wyndham Rewards members
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24-hour water and coffee stations
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At least one complimentary breakfast item
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Boutique-inspired design elements throughout the property
Rather than focusing on new builds, Wyndham plans to attract conversion properties—independent hotels in strong tourist, entertainment, and business markets seeking brand affiliation without sacrificing character.
The first Dazzler Select property is the Magic Moment Resort & Kids Club in Kissimmee, Florida, with two additional hotels already signed and more than two dozen in active discussions. Wyndham’s goal is to reach 50 Dazzler Select openings within five years.
Market Opportunity
Wyndham sees significant untapped potential in the U.S. economy lodging market, which includes more than 16,000 independent economy hotels—over 70 percent of that segment. Many of these properties operate without access to large-scale reservation systems, loyalty programs, or marketing support.
By creating a soft-brand tailored to this space, Wyndham aims to give these hotels the resources of a global company while preserving their individual charm. The model also positions Wyndham to appeal to value-conscious travelersseeking authentic, design-driven stays at affordable rates.
A Strategic Move in the Competitive Landscape
While most major hotel chains reserve soft-brand concepts for upper-midscale or luxury tiers, Wyndham’s Dazzler Select breaks new ground in the economy lifestyle category. The brand targets the growing demographic of younger travelers—especially Gen Z and millennials—who value both affordability and distinctive experiences.
With Dazzler Select, Wyndham is blending local character with brand confidence, offering independent hoteliers a new path to compete in an increasingly design-focused, experience-driven travel market.
Source: Wyndham
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