Dalata Hotel Group

This project entailed a comprehensive redesign of the Dalata Hotel Group, Clayton and Maldron websites, including the implementation of a Next Generation Headless architecture alongside a seamless integration with P3’s booking engine.   The primary focus of this project was to showcase Dalata as a world class hotel group, to future-proof their digital infrastructure and support their ambitious growth plans as they expand their hotel portfolio into mainland Europe. This project was fundamental in enhancing the brand presence and user experience across the entire Dalata portfolio.   Our aim, to create a seamless, streamlined user journey from the website to the booking engine thus optimising conversion rates. We present relevant rich content, clear CTAs with an intuitive, engaging user-flow.

Dalata had undertaken a full refresh of the Dalata, Clayton and Maldron brands. It was therefore imperative for us to convey the new vision for both brands, presenting their new digital assets as part of an immersive online experience and increase brand engagement.   We set out to create a group site for both brands which would convey the breadth of Clayton and Maldron’s 55+ hotels across Ireland, the UK and mainland Europe and create a platform where Dalata could promote their new hotel locations, special offers and individual hotel offerings in a consistent way.

The core design rationale was to establish an emotional connection with potential guests, inviting them to experience the unique atmosphere and character of each hotel and its surrounding neighbourhood. The design prioritised clear navigation, an intuitive information architecture, and simplified menus, enabling users to easily find the information they needed, whether it was about specific amenities, local attractions, or booking details.   A mobile-first design philosophy was adopted to align with the increased usage of mobile browsing and booking in the hospitality industry. This ensured that the user experience on smartphones and tablets was as straightforward and intuitive as on desktop. Additionally, the design sought to align with the brand’s recent rebranding efforts, implementing a fresh, modern aesthetic that resonated with the target audience.

A key design concept was the development of a dynamic, interactive location map that allowed users to visually explore the different hotels and their proximity to local attractions. This feature not only provided valuable information but also sparked curiosity and encouraged exploration.   Dynamic content modules were also created, offering a flexible framework for promoting each hotel’s unique offerings. These modules could be easily customised to highlight amenities, dining options, special packages, and local experiences, ensuring that each hotel’s individuality was highlighted.

Improved user experience (UX) was at the forefront of the design process, with a focus on creating an intuitive journey from discovery to booking. A streamlined booking flow, with clear calls to action and minimal friction points, guided users smoothly through the reservation process.   Personalised options and filtering mechanisms, such as late check-out, parking, and dining preferences, were integrated to allow users to easily refine their search results.   Integration of the “Click on Maldron” and “Click on Clayton” loyalty programs incentivised users to book directly through the website, offering exclusive benefits and rewards. Social media sharing buttons were also strategically placed to facilitate the sharing of experiences and recommendations, amplifying the reach of the brand’s messaging.

The implementation of a headless CMS with Strapi and Next.js allows Dalata’s in-house team to manage content independently of the front-end presentation. This approach enhanced flexibility and scalability and enabled smooth integration with third-party systems like the P3 booking engine and Cloudinary DAM.   AI-driven personalisation delivered tailored content recommendations, significantly boosting user engagement and conversion rates. High-quality, immersive photography and videography brought hotel properties to life, creating an emotional connection with users.