Dalata Hotel Group, the Irish hotel operator, has announced a major €3m (£2.58m) repositioning of its core brands and customer proposition.
This marks the most significant investment in its brands since the formation of the Dalata Hotel Group.
As part of this investment, the group’s three main brands, Dalata Hotel Group, Clayton Hotels and Maldron Hotels have all been redefined, resulting in both a “clearer visual identity” and “stronger market positioning”.
The new visuals, alongside the redefined messaging will support Dalata in fostering closer relationships with its customer base. The brand repositioning is currently being rolled out across the Group’s hotels. The project commenced in 2023, with consumer research and brand design which has led to the creation of new websites, brand imagery, brand creative and advertising campaigns.
New internal and external signage will be installed over the next 12 months across the portfolio. Dalata has grown steadily since its foundation in 2007 and is now Ireland’s largest hotel operator with a fast-growing presence in the UK and continental Europe, employing more than 5,500 people. Its portfolio currently comprises 53 hotels with a pipeline of four further hotels due to open in the UK this year, in Manchester, Liverpool, London and Brighton.
According to Dalata, the overall growth of the business and its expansion into new geographies are the “major drivers” behind the brand refresh.
Research and insights were central to the brand refresh process, which began over a year ago with the establishment of the Dalata Customer Panel. Through customer interaction, including in-depth customer interviews, in Ireland, the UK, Germany and the Netherlands, the panel aimed to gain the relevant insights required to “elevate the voice of the customer across the business”.
The new brands include Dalata – The Heart of Hospitality, Clayton – It’s Personal and Maldron – It Starts Here.
Dermot Crowley, CEO of Dalata Hotel Group, added: “Our continuous growth since 2007 has established Dalata as the largest hotel operator in Ireland, with significant operations in the UK and a growing presence in continental Europe.
“Throughout this time, Dalata’s difference has always been our people and their customer focus. As we continue on our growth path, and expand into new markets, our refreshed brands will give our people a unified understanding of what customers want and how they can interact with their guests every day, ensuring that every guest experiences the Heart of Hospitality.”