Wyndham Hotels & Resorts unveiled Dazzler Select by Wyndham, a soft brand designed for independent hoteliers in the economy lifestyle segment, the hotel company announced Monday.
The soft brand, an extension of the Dazzler by Wyndham collection brand in Latin America, will enable hoteliers to preserve the individuality, branding and character of their hotels while taking advantage of the loyalty, distribution and technology benefits of a larger brand, according to Wyndham.
A pure conversion offering, Dazzler Select debuts with Magic Moment Resort & Kids Club in Kissimmee, Florida. Located in proximity to Orlando’s Walt Disney World amusement park and resort, the brand’s inaugural hotel offers immersive themed rooms and interactive play areas.
Ahead of the brand’s launch, Wyndham Chief Development Officer Amit Sripathi and Brand Leader of Upscale and Lifestyle Leo Danese shared why the hotel company sees a big advantage in offering budget boutiques while competitors focus on upscale.
Building a brand
Dazzler Select hotels, offering a design- and experience-forward essence, will be located in markets with major attractions or entertainment destinations, Sripathi explained during a Thursday press briefing. Wyndham plans to open 50 Dazzler Select hotels over the next five years.
The brand will focus on roadside, exterior corridor motel-type properties, differentiating itself from Wyndham’s upper midscale Trademark Collection, Danese said during the briefing. The hotels will need to pass Wyndham’s boutique vibe check and quality standards but aren’t necessarily up to snuff with the higher-end product in Trademark, according to Danese.
Dazzler hotels will need to carry a 4.0 guest rating or higher as well as offer free Wi-Fi for Wyndham Rewards members, 24-hour water and coffee stations, one complimentary breakfast item per guest and boutique-inspired design elements, Wyndham detailed in the release.
While Dazzler Select hotels “may not have marble columns or gold plated toilets,” Danese said, they have the key elements that today’s travelers want: access to local attractions, a finger on the pulse of top destinations and a boutique experience that doesn’t break the bank.
Affordability is key
The affordability component is especially important, Sripathi noted. Today’s economy guests are “looking for a boutique lifestyle experience” just as much as the next traveler — just “at an affordable price point,” he said.
While offering lifestyle hotel product in the economy segment may seem disjointed, Wyndham says there are 16,000 independently owned economy hotels in the U.S., citing STR data.
The company looks to bring some of those hotels under the Wyndham fold with Dazzler Select, making it easier for economy guests to identify and book the independently operated properties they demand, while providing stronger loyalty and distribution options for their owners — at a low cost.
Owners that partner with Dazzler would pay a flat monthly brand fee that covers traditional royalty and marketing fees, “eliminating unpredictable costs and streamlining expenses for independent owners,” according to Wyndham.
Collection competition ramps up
Wyndham competitors Marriott International and Hilton are also trying to cater to independent owners, but at a higher tier.
In recent weeks, Marriott expanded its Design Hotels portfolio, brought its Series by Marriott collection brand to the U.S. and launched an outdoors-focused collection brand. Hilton, meanwhile, announced new collection brand Outset Hotels Monday on the heels of expanding its Tapestry and Curio collections last month.
Wyndham isn’t just keeping up with the Joneses, though, Sripathi said. There is “a clear gap” for economy product in the lifestyle space, “both from an owner perspective and a guest perspective.”
Beyond its inaugural Magic Moment property, Dazzler has signed two additional hotels and is in active discussions with more than 25 additional developers, Wyndham detailed.