Dalata Hotel Group, Ireland’s leading hotel operator, has invested €3 million to overhaul the visual branding and market positioning of its three primary brands. The company’s initiative includes revamping its main group – Dalata Hotel Group, and the four-star Clayton and Maldron hotels. The new refurbishments will unfold over the subsequent year at all its 53 properties, comprising new signage, enhanced brand imagery, redesigned websites, creative branding, and targeted advertising initiatives. This comprehensive approach aims to give customers a definitive expectation of their experience at a Dalata Hotel.
Established in 2007, Dalata Hotel Group is not only a frontrunner in the Irish hospitality industry but is also expanding its footprint in the UK and mainland Europe. The company currently employs over 5,500 employees and has plans to inaugurate four additional hotels in Manchester, Liverpool, London and Brighton in the UK later this year.
Dermot Crowley, CEO of Dalata Hotel Group, highlighted the lack of brand connection among customers even though they appreciated the hotels, amenities, and staff. He also recognised the absence of cohesion in the communication channels, which has been updated for its Clayton brand specifically. By streamlining communication via video on demand online and consistent messaging on websites, social media, email communications, and hotel signage, a more uniform brand image has been formed.
Though the full impact of these changes may take a couple of years to materialise, it aims to build an emotional connection with the brands and ensure brand consistency across all hotels. Meanwhile, Roma O’Connor, Dalata’s chief marketing officer noted that this brand refresh is the result of over a year’s study into customer perceptions, hospitality needs, and aims to enhance customer communication, improve online navigation, and reaffirm Dalata’s unique offering in the hospitality industry.