Dalata to Refresh Brand

Dalata Hotel Group has embarked on a €3m brand refresh across the company.

The company said that as part of this investment, its three main brands, Dalata Hotel Group, Clayton Hotels and Maldron Hotels, have all been redefined, which it said would result in both a clearer visual identity and stronger market positioning.

The brand refresh is currently being rolled out across the group's hotels. The project started 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 its hotel portfolio.

Dalata has a portfolio of 53 hotels, with a pipeline of four further hotels due to open in the UK this year in Manchester, Liverpool, London and Brighton. The group said the overall growth of the business and its expansion into new geographies are the major drivers behind the brand refresh.

Dermot Crowley, CEO,  said the company's 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'."

Roma O'Connor, chief marketing officer, said the relaunch is the culmination of more than a year's work researching how customers perceive the company and developing a better understanding of their hospitality needs.