The Approach

As Ireland's leading hotel operator and with the Group's focus firmly set on the UK market, the theme of this year's Report was 'Growth and Resilience'. This theme would underpin the creative strategy throughout the entire Report. Our main goal was to create a report that not only presented the information clearly and in a visually interesting way but told the story of a dynamic, resilient organisation whose growth is led by its people.

Elsewhere, in key sections throughout the Report, the content has been streamlined and replaced with an infographic approach to tell the story in a more visually arresting way, ensuring these pieces were easier to digest from a reader's perspective. In the Strategy and Business Model section, both infographic and narrative approaches were used to communicate the people-oriented Business Model of the Group - from the decentralised model whereby the hotel general manager has ultimate responsibility for their hotel to the Group-wide training and development programmes for all employees.

The Result

In recent years, communicating the culture of an organisation has become a key aspect of annual reporting. However, for the Dalata Group, its people and the Dalata-way of working have been at the core of the organisation's success since its foundation in 2007. This year we wanted the Annual Report to reflect this too. The result is an easily digestible Annual Report that tells a story of strong performance, a culture of success, and a passion for growth.