The Ireland-based Dalata Hotel Group is set to invest £2.6 million in its rebranding campaign, as part of its strategic plans to enter new markets.
As part of the investment, the group's three primary brands, Dalata Hotel Group, Clayton Hotels, and Maldron Hotels, will undergo updates to their visuals, websites, and advertising campaigns.
New internal and external signage will be installed across Dalata's hotel portfolio over the next 12 months.
Each brand has been given a tailored tagline: Dalata features 'The Heart of Hospitality' in its branding, Clayton Hotels emphasises 'It's Personal,' and Maldron Hotels adopts 'It Starts Here' as its tagline.
Founded in 2007, Dalata has rapidly expanded to encompass 53 hotels and a workforce of over 5,500 employees. The company's growth trajectory continues, with a UK-wide pipeline that includes four additional hotels scheduled to open this year in Brighton, London, Liverpool, and Manchester.
The brand repositioning initiative commenced in 2023, following an extensive period of consumer research facilitated by the establishment of the Dalata Customer Panel. This research included customer interviews conducted in Ireland, the UK, Germany, and the Netherlands.
Roma O’Connor, chief marketing officer at Dalata Hotel Group, said: “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.”
Dermot Crowley, chief executive 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.”