Dalata Hotel Group, one of the leading hotel operators in Ireland, has announced a €3 million ($3.22 million) repositioning of its core brands and customer proposition. This marks the group’s most significant investment in its brands since the company was created.
Dalata’s three main brands – Dalata Hotel Group, Clayton Hotels and Maldron Hotels – have been reimagined to feature enhanced visual clarity and market positioning.
The brand repositioning is being rolled out across all of the hotels in Dalata’s portfolio. The company will be installing new internal and external signage over the next months.
The new brands are:
- Dalata – The Heart of Hospitality: The new tagline delivers Dalata’s core philosophy that hospitality is all about people. The group’s Clayton and Maldron Hotel brands have also been refreshed.
- Clayton – It’s Personal: The new tagline highlights the key elements to deliver hospitality – personal touch and human connection.
- Maldron – It Starts Here: The new tagline emphasizes the hotels’ striking locations. Guest services will be enhanced as hotel staff provide insightful local tips
The brand refresh commenced in 2023, following consumer research and a redesign of the brand, which resulted in new websites, brand imagery, brand creative and advertising campaigns. New internal and external signage will be installed in the next 12 months across the portfolio.
The expansion of the company’s business and foraying into newer markets were the primary drivers of the brand refresh. The establishment of the Dalata Customer Panel provided insights for the brand refresh.
“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,” said Dermot Crowley, CEO of Dalata Hotel Group.
Dalata was supported by agency partners TBWA and Publicis on the brand refresh.
Since it was created in 2007, Dalata has grown to become one of Ireland’s largest hotel operators with an expanding presence in the U.K. and continental Europe. Dalata’s portfolio currently includes 53 hotels, with four properties slated to open in the U.K. (in Manchester, Liverpool London and Brighton) this year.