Dalata Hotel Group commits to £2.6m rebrand

Each brand has received a tailored tagline, with Dalata adding ‘The Heart of Hospitality’ to its branding, Clayton with ‘It’s Personal’ and Maldon’s ‘It Starts Here’. 

Dalata was founded in 2007 and has since grown to 53 hotels and over 5,500 staff. It currently has a UK-wide pipeline of four further hotels due to open this year in Brighton, London, Liverpool and Manchester. 

The brand repositioning project started in 2023, following a period of consumer research through the establishment of the Dalata Customer Panel, which included customer interviews in Ireland, the UK, Germany and the Netherlands.

Roma O’Connor, chief marketing officer at Dalata Hotel Group, said: “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, chief executive 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.”

Dalata was supported by agency partners TBWA and Publicis.