A new brand for independent hotels
Dazzler Select, an extension of the boutique-inspired Dazzler by Wyndham brand in Latin America, targets independent economy hotels.
“Independent owners have often been overlooked, whether from a technology support standpoint or from distribution.” – Amit Sripathi, Chief Development Officer, Wyndham
The brand allows hotels to retain their identity while leveraging Wyndham’s scale and tools.
A strong pipeline
The first Dazzler Select property is Magic Moment Resort & Kids Club in Kissimmee, Florida, known for its family-focused amenities and immersive design.
Two additional hotels are already signed, with discussions ongoing with more than 25 developers. The brand targets 50 openings over the next five years. “These hotels will have character. The markets will have characteristics that intentionally bring people to them” adds Amit Sripathi.
A simple and flexible concept
Dazzler Select features a flat monthly fee covering royalties and marketing, lowering the entry barrier for independent hotels. Requirements include a minimum 4.0 Google rating, free Wi-Fi, 24-hour water and coffee stations, and at least one complimentary breakfast item per guest.
“With Dazzler Select, we’re giving them a brand tailored to their needs—simple, flexible, and built on Wyndham’s unmatched support and distribution.” – Amit Sripathi
The brand focuses on Gen Z and millennials, who average five trips per year and favor authentic, experience-driven stays. Dazzler Select combines boutique-style design with accessible pricing while preserving the unique characteristics of independent hotels.
Alongside this announcement, Hilton is also launching a new lifestyle brand positioned in the upscale segment.
