This is the largest investment in the company's brands since the organisation's founding.

The firm said that by redefining its three primary brands the Dalata Hotel Group, Clayton Hotels, and Maldron Hotels as part of this investment, it would have a stronger visual identity and improved market positioning.

All of the group's hotels are actively implementing the new brand.

In 2023, the project started with consumer research and brand design, resulting in the development of new websites, creative assets, advertising campaigns, and brand images.

Its hotel portfolio will see the installation of new interior and outdoor signs throughout the course of the next 12 months.

With four more hotels in the works to launch in the UK this year in Manchester, Liverpool, London, and Brighton Dalata already has 53 properties under its belt.

The hotel group stated that the main forces driving the brand makeover are the company's general growth and its expansion into new markets.

According to Dermot Crowley, CEO of Dalata Hotel Group, the firm has grown steadily since 2007 and is now the biggest hotel operator in Ireland. It also has sizable operations in the UK and is expanding throughout continental Europe.

“Our staff and their client attention have always made Dalata different over the years. Our redesigned brands will provide our employees with a consistent vision of what consumers want and how they can connect with their guests on a daily basis as we continue on our development path and enter new markets, guaranteeing that every visitor feels the Heart of Hospitality” the CEO stated.

The relaunch, according to Roma O'Connor, Chief Marketing Officer of Dalata Hotel Group, is the result of almost a year of study into consumer perceptions of the business and an improved comprehension of their hospitality demands.

“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,” she stated.