Do you have questions or need additional information? be next to a big entertainment destination, like Walt Disney, or a beach,” said Sripathi, adding that these hotels typically won’ t be ones where someone is just pulling over to stay the night.“ These hotels will have character. The markets will have characteristics that intentionally bring people to them,” Sripathi said.
Over the next five years, the company is targeting 50 additional openings.
Ease of association is one of the hallmarks of Dazzler Select, Wyndham said. There will be a flat monthly brand fee that covers traditional royalty and marketing fees, which Wyndham said lowers the barrier to entry for independent hotels looking to tap into a larger distribution system. The barrier to join Dazzler Select is not unduly onerous: hotels must carry a 4.0 guest rating or higher on Google and offer free Wi-Fi, 24-hour water and coffee stations, one complimentary breakfast item per guest and boutique-inspired design elements.
Wyndham said that in order to join Dazzler Select, hotels will have to go through a modest property improvement plan( PIP)“ to ensure alignment with brand fundamentals.”
TARGET AUDIENCE Dazzler Select was partially launched by Wyndham to tap into the younger generations of travelers, said Leo Danese, VP of lifestyle brands at Wyndham Hotels & Resorts, citing Gen Z and millennials.“ They’ re
Amit Sripathi, chief development officer, Wyndham Hotels & Resorts
traveling more than any other generation before them,” he said, as many as five trips per year, in some instances. Dazzler Select, he said, is lifestyleinspired and boutique in feel, but at an approachable price point.“ Consistency and quality are key,” he said.
Asked if lifestyle / economy is an oxymoron, Sripathi pushed back.“ They absolutely can be,” he said, comparing it to other consumer brands, especially clothing brands, such as Uniqlo, which are fashion-forward at affordable price points.“ This is no different than that,” he posited.“ You have a guest who wants to feel like they’ re not walking into a hotel that everyone else is. It’ s not necessarily a lifestyle. Lifestyle just means it can be something. The unique elements about the hotel are preserved and kind of showcased. There’ s something there. That’ s what we’ re trying to achieve here.”
Soft brands or affiliation networks have become more popular as a lodging company offering— especially during a time when new development has been constrained by variables including higher cost of debt and higher construction costs. By allowing current
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