Dalata Hotel Group, the largest hotel operator in Ireland, has announced a new growth plan, which will see a brand investment of more than €3 million.
This marks the most significant investment in its brands since the formation of the group.
‘Ambitious Growth Plan’
“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,” said Roma O’Connor, chief marketing officer at Dalata Hotel Group.
“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.”
‘Stronger Market Positioning’
As part of this investment, the group’s three main brands – Dalata Hotel Group, Clayton Hotels and Maldron Hotels – have all been redefined, to give a ‘clearer visual identity and stronger market positioning’.
The brand repositioning is currently being rolled out across the group’s hotels.
Consumer Research
The project commenced in 2023, with consumer research and brand design, which has led to the creation of new websites, brand imagery, brand creatives, and advertising campaigns.
Dalata is 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.
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.
‘Refreshed Brands’
“Dalata’s difference has always been our people and their customer focus,” said Dermot Crowley, CEO.
“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.”
