Dalata Hotel Group, a hotel operator in Ireland, has announced a €3m investment to refresh its three main brands that will span its entire portfolio of 53 hotels, reported Irish Times.
Its main three brands are Dalata Hotel, four-star Clayton and Maldon hotels.
The move aims to establish a clearer visual identity and stronger market positioning.
The rebranding process, which commenced last year, encompasses extensive consumer research and brand design, culminating in the launch of new websites, brand imagery, and advertising campaigns.
The refreshed branding is already being implemented across the group's properties.
Over the next 12 months, new internal and external signage will be erected at all locations.
Additionally, the company's 5,500 employees will engage in online training programmes focused on the rebranding, with further in-person sessions scheduled later this year.
The group attributes the rebranding effort to its overall growth and strategic entry into new markets.
Dalata's expansion includes the opening of four new hotels in the UK this year, in key cities such as Manchester, Liverpool, London, and Brighton.
Dalata Hotel Group CEO Dermot Crowley was quoted by RTE as saying: “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.”
Dalata Hotel Group chief marketing officer Roma O'Connor 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.
“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.”
In November 2023, Dalata launched its 191-room Maldron Hotel Finsbury Park in London.
