Wyndham Targets Indie Budget Hotels With a Brand Extension

Key Points

• Wyndham launched Dazzler Select, a brand extension targeting independent budget hotels with a distinct, fixed-fee franchise model.
• Dazzler Select allows hotel owners to retain their property's character with minimal operational requirements while accessing Wyndham's resources.
• The approach may cause brand confusion, as Dazzler Select is a soft brand extension of Dazzler, which is traditionally a higher-end, hard brand.

Summary

Wyndham Hotels & Resorts has introduced Dazzler Select by Wyndham, a brand extension aimed at independent budget hotels that stand out with unique flair or amenities. Unlike traditional franchise models, Dazzler Select offers a fixed per-room fee and minimal entry requirements, allowing owners to maintain their hotel's individuality while benefiting from Wyndham's scale and marketing. However, this strategy—combining a soft branded collection with the existing Dazzler brand—raises potential for consumer confusion due to significant differences in amenities and positioning between Dazzler Select and the original Dazzler hotels.