Dalata's €3 million brand refresh

Dalata Hotel Group announces €3 million brand refresh

  • Driven by Dalata’s ambitious growth plan and expansion into new geographies
  • Focused on delivering unified messaging and fostering closer relationships with its expanding customer base
  • Represents a brand investment of more than €3 million
Dublin, London, 7 May 2024 | Dalata Hotel Group, the largest hotel operator in Ireland, with a growing presence in the United Kingdom and continental Europe, announces a major 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 it continues to deliver on its ambitious growth strategy and recognises the critical role that brands have to play across its target markets.
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 carefully redefined messaging will support Dalata in fostering closer relationships with its customer base, throughout the customer journey, as the brands become increasingly recognisable. 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.
Dalata are investing a total of €3 million in the project. 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.
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.
As part of this research the Group identified that its brands would benefit from a clearer visual identity and more evolved messaging, that would ensure the customer understood what to expect when staying at a Dalata hotel.
Roma O’Connor, Chief Marketing Officer at Dalata Hotel Group, commented on the relaunch: “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, 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.”
Introducing the new brands
Dalata – The Heart of Hospitality Dalata’s core philosophy is that hospitality is all about people. The Group’s difference has always been its people, and the refreshed brands represent just that. Dalata’s people, through their individuality and charm, deliver the difference that sets it apart from its competitors. In essence, Dalata’s service is The Heart of Hospitality. The Group’s Clayton and Maldron Hotel brands have also been refreshed to represent the unique way in which each brand, within the group, cares for its guests.
Clayton – It’s Personal The new Clayton Hotels tagline ‘It’s Personal’ highlights the personal touch and human connection that really matters to customers. Each team member brings their own difference to deliver personable hospitality, making sure guests feel appreciated through a sincere smile, remembering individual guests’ names, listening to them as customers and showing them that their stay matters.
Maldron – It Starts Here Maldron Hotels, new tagline ‘It Starts Here’ emphasises that due to their excellent locations, Maldron Hotels are an epic basecamp for customers as they begin unforgettable experiences. From the moment guests arrive, they’ll encounter a welcoming environment filled with positive energy. Guest services will be enhanced as hotel staff provide insightful local tips, ensuring that each visit to a Maldron Hotel is a great visit.
Dalata was supported extensively by its agency partners TBWA and Publicis on the brand refresh. TBWA supported the design and brand positioning aspects of the programme and Publicis supported the advertising campaign. The refreshed brands will be promoted in the coming months through an extensive multimedia advertising campaign, across Video on Demand, Out of Home, Social Media, Cinema and Display platforms in Ireland, the UK, Germany and the Netherlands. All 5,500 Dalata team members will participate in online training relating to the brand refresh in the coming months, while further in-person-training will take place throughout the organisation, later in the year.