Wyndham launches Dazzler Select for economy lifestyle hotels
Wyndham Hotels & Resorts has introduced Dazzler Select by Wyndham, a soft-brand franchise aimed at independent hoteliers in the economy lifestyle segment. The model extends the boutique-inspired Dazzler brand while letting owners keep their own identity and access Wyndham's distribution, tech, and Wyndham Rewards. The first Dazzler Select opens with the conversion of Magic Moment Resort & Kids Club in Kissimmee, Florida, with two more signings and a five-year goal of 50 additional openings. Wyndham cites STR data suggesting more than 16,000 independent economy hotels in the U.S., highlighting the pool for conversions.
Key points
- Why it matters: Creates a soft-brand option for economy lifestyle hotels at national scale.
- Travel impact: More boutique-style, points-earning stays at approachable prices.
- What's next: Wyndham targets 50 openings in five years, focusing on quality conversions.
- Owner benefits: Flat monthly brand fee, streamlined standards, loyalty and tech stack.
- Demand signal: Millennials and Gen Z average nearly five trips a year and spend 29% of income on travel.
Snapshot
Dazzler Select is built for owners who want the marketing lift of a global flag without losing their property's character. Wyndham's OwnerFirst approach packages traditional royalty and marketing fees into a flat monthly charge, and limits mandatory standards to high-impact basics: free Wi-Fi for members, 24-hour water and coffee, one complimentary breakfast item, and boutique-inspired design elements. Hotels must have a 4.0-plus guest rating at entry. Once onboard, owners tap Wyndham Rewards, distribution, and platforms like Wyndham Connect and Wyndham Gateway. For travelers, the pitch is simple: familiar value points and redemption mechanics layered onto independent hotels with a lifestyle vibe.
Background
Dazzler Select extends Wyndham's Dazzler lineup, which traditionally sits above economy. The new extension moves into economy lifestyle, where independent hotels dominate supply and often lack scaled distribution. Wyndham argues the segment is under-served by soft brands even as experiential travel grows. The inaugural Dazzler Select property is Magic Moment Resort & Kids Club in Kissimmee, a family-focused hotel created by entrepreneurs Ariel Tomat and Carina Radonich; Radonich also joins Wyndham's Women Own the Room program, the company's initiative supporting women hotel owners. Wyndham Rewards, recently voted the top hotel loyalty program in USA Today's 10Best Readers' Choice Awards, underpins the consumer side of the launch.
Latest developments
Magic Moment leads the rollout; pipeline builds behind it
Magic Moment Resort & Kids Club converted to Dazzler Select at launch, signaling Wyndham's preference for low-cost, quick conversions over heavy capex remodels. Beyond the first opening, Wyndham has two additional hotels signed and more than 25 active developer discussions, with a five-year target of 50 new Dazzler Selects. The company frames the move as meeting independent owners where they are, using a simplified fee structure and limited standards to reduce friction while maintaining guest-experience baselines. The timing aligns with generational demand: McKinsey finds millennials and Gen Z average nearly five trips annually and devote 29% of income to travel, a tailwind for lifestyle-leaning economy product that can earn and burn points. For broader context on Wyndham's lifestyle push, see recent coverage of its Wyndham-Ovolo partnership and cross-brand guest-experience plays like the Grubhub delivery tie-in.
Analysis
Strategically, Dazzler Select addresses a structural gap: thousands of independent economy hotels with strong local character but limited access to demand engines. A soft-brand overlay that keeps the hotel's own name and story while adding Wyndham's distribution can lift revenue without erasing identity. The flat monthly brand fee is notable; by bundling royalties and marketing, Wyndham simplifies forecasting for owners who operate on thin margins. The limited mandatory standards focus on guest-visible wins and operational simplicity, which should curb retrofit costs and speed conversions. Risks remain. Soft brands live or die on quality control; a 4.0-rating threshold helps, but consistency must be guarded as the pipeline scales. Wyndham also needs to show that economy-level ADRs and loyalty redemptions pencil out for franchisees after fees. If those unit economics hold, Dazzler Select could become a durable on-ramp for independents and a fresh earn-and-burn option for budget-minded travelers who still want boutique flavor.
Final thoughts
For owners, Dazzler Select by Wyndham offers a pragmatic bridge between independence and scale, with predictable fees and light standards designed for economy realities. For travelers, it promises more places where points meet personality. If Wyndham keeps the bar high on conversions and proves out owner margins, this soft-brand move could reshape expectations in the economy lifestyle lane and make loyalty-backed, boutique-style stays far more common. The long-run test will be execution, but the thesis is strong for Dazzler Select by Wyndham.