Wyndham Hotels & Resorts has launched Dazzler Select by Wyndham, a new franchise brand designed for independent hoteliers in the economy lifestyle space.

An extension of its boutique-inspired Dazzler by Wyndham brand, according to an announcement, Dazzler Select empowers owners to preserve the individuality, branding and character of their hotels while unlocking the benefits of Wyndham’s vast scale —including access to its Wyndham Rewards loyalty program, global distribution, advanced technology and dedicated sales and marketing support.

The debut comes at a time of significant opportunity, according to the announcement. According to STR, there are more than 16,000 independently owned economy hotels in the US, most of which are owned and operated at the local level. Collectively, these hotels are estimated to represent more than 70% of the segment, reinforcing the potential and need for offerings like Dazzler Select.

Geoff Ballotti, CEO, Wyndham Hotels & Resorts, said, “Independent hoteliers have long been at the heart of experiential travel, yet unlike those in upscale and luxury, owners in the economy space have often had to go it alone — until now.” Dazzler Select, he said, “gives owners the freedom to preserve their hotel’s character while leveraging the scale, reach and resources of the world’s largest hotel franchisor.”

The first Dazzler Select just made its debut with the conversion of Magic Moment Resort & Kids Club in Kissimmee, Fla. Wyndham has signed two additional hotels and is in active discussions with more than 25 additional developers. Over the next five years, the company is targeting 50 additional openings.