Reinventing the Stay: Inside Hilton’s and Wyndham’s Bold New Take on Lifestyle Hotels

(NEWS) MCLEAN, VA/ PARSIPPANY, NJ, 2025-Oct-6 — /Travel PR News/ — It’s a big week for travelers who crave something different. Two of the world’s biggest hospitality names, Hilton and Wyndham Hotels & Resorts, just unveiled fresh new hotel brands that promise to blend individuality, style, and flexibility — without losing the comforts guests have come to expect from a global name.

Hilton introduced Outset Collection by Hilton, its 25th brand and a new addition to its growing Lifestyle portfolio. Designed for travelers who love boutique charm with the reliability of a trusted brand, Outset Collection gives each hotel its own personality and story. From a chic basecamp in Moab to a boutique retreat in Chicago, the new collection is all about embracing unique experiences, local character, and upscale design — all wrapped in Hilton’s signature hospitality.

Bookings open this November, with more than 60 properties already in development and plans to grow beyond 500 across the U.S. and Canada. “Outset Collection is an expression of our commitment to growth, innovation, and meeting the evolving needs of travelers,” said Chris Nassetta, Hilton’s President and CEO. “We’re broadening the ways guests engage with Hilton and unlocking new possibilities for our owners and communities.”

Meanwhile, Wyndham is shaking things up on the other end of the spectrum with Dazzler Select by Wyndham, a new brand crafted for independent economy hotels with lifestyle flair. Think local charm meets smart design — a space where small business owners can keep their hotel’s unique soul while gaining access to Wyndham’s vast resources, loyalty programs, and global audience.

The first Dazzler Select hotel, Magic Moment Resort & Kids Club in Kissimmee, Florida, perfectly captures the spirit of the brand — playful, creative, and family-friendly. Known for its imaginative spaces and community focus, Magic Moment is just the beginning. Wyndham plans to add 50 more Dazzler Select hotels over the next five years, with several already in discussion.

“Independent hoteliers have long been at the heart of experiential travel,” said Geoff Ballotti, Wyndham’s President and CEO. “Dazzler Select gives them the freedom to preserve their hotel’s character while leveraging the scale and support of the world’s largest hotel franchisor.”

Both launches highlight how the world’s leading hotel groups are listening closely to what modern travelers want: personality, story, and a sense of place. It’s not just about a bed and a breakfast anymore — it’s about how a hotel makes you feel.

And they’re not alone. Earlier this year, Marriott International unveiled Series by Marriott™, a new midscale and upscale collection brand that brings regionally loved hotels into the Marriott Bonvoy ecosystem. Its first partnership with Concept Hospitality in India will integrate over 100 Fern-branded hotels, each maintaining its local flair while gaining the benefits of Marriott’s global reach.

Hyatt Hotels Corporation joined the movement with Unscripted by Hyatt, an upscale brand celebrating spontaneity and local storytelling. Built for travelers who prefer discovery over routine, Unscripted offers flexible, conversion-friendly options that let each property shine on its own terms while staying true to Hyatt’s hallmark care and quality.

Adding to this wave of innovation, Minor Hotels — the global owner and operator of more than 560 properties across 57 countries — recently announced the addition of four new brands, including its first soft brands. The new lineup features The Wolseley Hotels, a luxury brand inspired by the iconic Piccadilly restaurant; Minor Reserve Collection, a high-end soft brand designed for distinctive, expressive stays; Colbert Collection, a premium lifestyle brand rooted in culinary experiences and social connection; and iStay Hotels, a select segment concept that reimagines comfort and affordability for modern travelers.

Across the industry, one thing is clear: the line between independent boutique hotels and branded experiences is blurring fast. With Hilton’s Outset Collection, Wyndham’s Dazzler Select, Marriott’s Series, and Hyatt’s Unscripted, travelers can expect more soulful design, local storytelling, and individuality — all with the perks of loyalty programs and the reassurance of trusted names.

The future of travel is looking more personal, more stylish, and a lot more fun.