Wyndham Hotels & Resorts has added a new collection brand designed for economy-tier independent hotel conversions, the company announced Monday.
Called Dazzler Select, the move is designed to allow economy-tier hoteliers the type of opportunity to tap into the sales support, technology and distribution channels of a large hotel company already available to independent hoteliers in higher tiers, according to Wyndham.
"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," Wyndham Hotels & Resorts president and CEO Geoff Ballotti said in a statement.
To qualify to join Dazzler Select, independent hotels must offer free Wi-Fi for Wyndham Rewards members, have 24-hour water and coffee stations, offer one complimentary breakfast item per guest and feature "boutique-inspired design elements." Wyndham brand leader for upscale and lifestyle Leo Danese told Hotel Investment Today that hotels must have a rating of at least 4.0 on Google to join. (Like BTN, Hotel Investment Today is owned by Northstar Travel Group.
One hotel already has joined Dazzler Select—the Magic Moment Resort & Kids Club in Kissimmee, Fla.—and Wyndham said it had signed two more properties it did not identify. Wyndham also is "in active discussions with more than 25 additional developers" and plans 50 additional openings during the next five years.
The brand is an offshoot of the Dazzler Hotel brand Wyndham acquired in 2016 as part of its acquisition of Fen Hotels.