Dalata Hotel Group invests €3M in brand refresh

3 min reading time

Published on 07/05/24 - Updated on 07/05/24

Dalata Hotel Group

Dalata Hotel Group has unveiled a €3 million brand refresh initiative, signaling an important move in its growth strategy and expansion into new markets.

This investment is geared towards refining its core brands and enhancing customer engagement across its diverse portfolio.

The brand refresh encompasses Dalata Hotel Group's three main brands: Dalata Hotel Group, Clayton Hotels, and Maldron Hotels. By refining their visual identities and messaging, the group aims to strengthen its market positioning and foster deeper connections with its customer base.

This comprehensive initiative includes the redesign of websites, brand imagery, and advertising campaigns, supported by consumer research conducted over the past year. With a total investment of €3 million, Dalata is committed to installing new signage across its properties over the next year.

With a strong presence in Ireland and a growing footprint in the UK and continental Europe, Dalata Hotel Group employs over 5,500 people and manages 53 hotels. The brand refresh aligns with the company's growth trajectory, which includes the opening of four new hotels in the UK this year.

Central to the brand refresh process was the establishment of the Dalata Customer Panel, allowing for in-depth customer insights and feedback from markets including Ireland, the UK, Germany, and the Netherlands. This research identified the need for clearer brand identities and messaging to enhance the overall customer experience.

“We are very excited to relaunch our brands today. The relaunch is the culmination of more than a year’s work researching how our customers perceive us and developing a better understanding of their hospitality needs. As we continue our ambitious growth plan across Ireland, the UK and continental Europe, our refreshed brands will deliver more impactful customer communications, easier online journeys and a stronger understanding of Dalata’s unique customer proposition.” - Roma O’Connor, Chief Marketing Officer at Dalata Hotel Group

 “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.” - Dermot Crowley, CEO of Dalata Hotel Group

The refreshed brands are introduced as follows:

- Dalata - The Heart of Hospitality: Reflecting Dalata's core philosophy that hospitality is about people, the brand emphasizes the role of its team members in delivering exceptional service and creating memorable guest experiences.
- Clayton - It's Personal: With the tagline "It's Personal," Clayton Hotels underscores the importance of personalized service and human connection in hospitality, ensuring that guests feel valued and appreciated.
- Maldron - It Starts Here: Maldron Hotels' new tagline, "It Starts Here," highlights the brand's role as a gateway to unforgettable experiences, offering guests a welcoming environment and local insights to enhance their stay.

Partnering with agencies TBWA and Publicis, Dalata Hotel Group will roll out a multimedia advertising campaign across various platforms to promote its refreshed brands. Additionally, all 5,500 team members will undergo online training to ensure alignment with the brand refresh objectives.

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