On October 6, 2025, Wyndham Hotels & Resorts, the world's largest hotel franchising company, announced the launch of Dazzler Select by Wyndham, a new franchise offering tailored for independent hoteliers within the economy lifestyle sector. This innovative brand extension aims to empower owners to maintain their unique hotel characteristics while leveraging the extensive resources and support offered by Wyndham.

2. A Unique Debut in Kissimmee

The inaugural Dazzler Select hotel opened with the conversion of the Magic Moment Resort & Kids Club in Kissimmee, Florida. Renowned for its vibrant design and family-friendly amenities, the Magic Moment Resort has earned accolades as the top family-friendly hotel in the area, as recognized by TripAdvisor. The resort features immersive themed rooms and interactive play areas, positioning itself as a perfect fit for the Dazzler Select brand.

3. The Vision Behind Dazzler Select

Geoff Ballotti, President and CEO of Wyndham Hotels & Resorts, emphasized the significance of this launch for independent hoteliers. He stated, “Independent hoteliers have long been at the heart of experiential travel... 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.” This new offering addresses the challenges faced by independent owners in the economy space, providing them with a platform to thrive.

4. Catering to the Growth of Lifestyle Travel

Wyndham's Dazzler Select comes at a time when lifestyle travel is rapidly gaining traction among younger demographics, particularly millennials and Gen Z. Research indicates that these groups prioritize travel experiences, averaging nearly five trips per year and allocating approximately 29% of their income to such endeavors. Recognizing this trend, Wyndham aims to cater to the evolving preferences of today’s travelers.

5. Expanding Opportunities for Independent Hoteliers

Beyond the initial opening, Wyndham has signed agreements for two additional hotels under the Dazzler Select brand and is in talks with over 25 developers for future collaborations. The company aims to establish 50 more Dazzler Select locations over the next five years, highlighting its commitment to quality and service.

6. OwnerFirst™ Approach

Dazzler Select is built upon Wyndham's OwnerFirst approach, which simplifies the franchising process for independent hoteliers. The brand introduces a flat monthly fee structure that eliminates unpredictable costs, making it easier for hotel owners to access Wyndham’s robust global network. Key operational standards are also streamlined, focusing on quality while ensuring essential services such as free Wi-Fi for loyalty members and complimentary breakfast items.

7. A Commitment to Quality and Support

The Dazzler Select brand promises to deliver not only boutique-inspired accommodations but also access to Wyndham’s award-winning Wyndham Rewards loyalty program, cutting-edge technology, and dedicated marketing support. This comprehensive framework positions Wyndham as the sole major hotel company offering soft-brand solutions across all chain scales from economy to luxury.

8. Conclusion

With the launch of Dazzler Select by Wyndham, the company is reinforcing its commitment to supporting independent hoteliers while setting a new standard in the economy lifestyle hotel segment. As the hospitality industry continues to evolve, Wyndham's innovative approach seeks to provide travelers with unique, experience-driven stays that reflect the individuality of each property.

For more information on Dazzler Select and franchising opportunities, interested parties are encouraged to visit WyndhamDevelopment.com.

Original press release