Wyndham Hotels & Resorts is bringing some razzle-dazzle to the economy segment.
Wyndham has launched an economy lifestyle extension to its Dazzler by Wyndham soft brand with the announcement of Dazzler Select by Wyndham.
"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 [at] it alone — until now," Wyndham President and CEO Geoff Ballotti said in a news release. "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."
All Dazzler Select properties will be conversions of existing independent hotels in locations that are close in proximity to a destination such as a national park or a college town, Wyndham Chief Development Officer Amit Sripathi said in a call with media.
Wyndham is counting on the economy lifestyle brand to appeal to guests looking to get away from a traditional hard-branded property, have the hotel play a role in the experience of the trip and save a few dollars in the process. On the ownership side, Wyndham hopes its technology and loyalty program will appeal to the overlooked economy lifestyle segment, Sripathi said.
"In these instances, it is about preserving the uniqueness of this hotel and kind of catering to whatever attracts these guests to that destination," he said. "I think there's clearly a void. We are the only hotel company ... to cater to soft brands in all segments: economy, midscale, upscale and upper-upscale."
The first Dazzler Select hotel will be a conversion of the 173-room Magic Moment Resort & Kids Club in Kissimmee, Florida. Wyndham has signed two additional hotels and is in active discussions with more than 25 more developers. Wyndham is targeting 50 more Dazzler Select openings over the next five years.
Dazzler Select properties will have a flat monthly brand fee that covers traditional royalty and marketing fees with the intention of lowering the barrier to entry for independent hotels. For a hotel to be under consideration to join the brand, it has to have an online guest rating of 4 stars or higher.
Since the Dazzler Select brand will be converting independent properties, each hotel will have a different look and feel, and the availability of amenities such as a pool or a restaurant will vary from property to property. Leo Danese, vice president of lifestyle brands at Wyndham, said the company wanted to simplify the brand standards as much as it could, which will include a 24-hour coffee bar, a hydration station and breakfast items.
Danese alluded to Gen Z and millennial travelers as the targeted guests at Dazzler Select hotels. Since 2022, Gen Z stays have increased by 120% and millennial stays have increased by 10% at Wyndham hotels, he said.
"That's where Dazzler Select comes in. It's lifestyle-inspired, it's boutique in feel, but it's approachable in its price point," he said.