Covers UK - hospitality website design for a London-led guest experience platform
Covers UK is the British edition of our fictional hospitality platform, with 9,000+ venues across the UK and a London headquarters.
Covers UK is the British edition of our fictional hospitality platform, with 9,000+ venues across the UK and a London headquarters. It shares every template with the US edition, but reads as a British firm: pounds and VAT, London and Manchester, the UK GDPR and PECR, and a palette taken from paper, sage and a single claret accent.
Project facts
- Client: Covers Hospitality Ltd, registered in England & Wales (fictional)
- Sector: Hospitality technology (restaurants, hotels, nightlife)
- Markets: London plus UK-wide coverage from Manchester to Brighton
- Services: Market localisation · Copywriting · Brand adaptation · Hospitality SaaS website design · Accessibility (WCAG 2.2 AA) · SEO foundations
- Templates: 11 page templates shared with every Covers edition
- Stack: Hand-built HTML, CSS and vanilla JavaScript; one strings file and one theme file per market
The brief
A British hospitality site that never reads as American
The biggest risk for a UK edition is inheriting the US one: dollars, sales tax, ZIP codes, the wrong regulators. Covers UK keeps the same eleven templates but replaces every place, price, law and habit with a British one. Venues search by postcode and city centre, bills are quoted in pounds with VAT, and the legal copy follows the UK GDPR, PECR and the Data Protection Act 2018. The tone is understated, the photography is British, and the design system swaps the US vermilion for a claret that feels at home in a London dining room.
Designing for United Kingdom
What actually changed between the US and this edition
- Story - US edition: US market launch, eleven page templates · United Kingdom: UK launch, founded in London in 2019
- Reach - US edition: US venues and markets · United Kingdom: 9,000+ venues across the UK
- Currency - US edition: $240 deposit, $18M revenue · United Kingdom: £190 deposit, £18M revenue
- Funding - US edition: $67M Series C · United Kingdom: £67M Series C, led by Meridian Growth Partners
- Legal - US edition: US privacy rights, state law · United Kingdom: UK GDPR, Data Protection Act 2018, PECR, VAT
- Entity - US edition: US corporation · United Kingdom: Covers Hospitality Ltd, registered in England & Wales, company no. 12345678
- Address - US edition: US office · United Kingdom: 18 Clerkenwell Road, London, EC1M 5RN
- Research - US edition: US diner survey · United Kingdom: The 2026 British Diner Report: 10,000 UK diners
- Look - US edition: Black, white and vermilion; Fraunces + humanist grotesk · United Kingdom: Paper, sage and claret; Instrument Sans + Inter
Brand adaptation
The same Covers, with a local accent
Paper and sage carry the interface; claret is the single accent that means act here, used for buttons, links and italic emphasis. Instrument Sans gives headlines a measured, editorial tone without the rigidity of a geometric sans; Inter keeps forms and navigation plain. The wordmark keeps the Guest Experience Platform descriptor. Every colour pairing passes WCAG AA.
Homepage and key journeys
The hero opens on a full-screen London dining room in service, with frosted-glass notification cards drifting over the scene: New booking · Table 12, Regular · 14th visit, Deposit received · £190. The headline rises line by line and the photo scrolls slower than the page. Proof points are restated for the UK (9,000+ venues, £18M revenue, London HQ), and the feature sections pair each product story with a British service moment: direct bookings, guest profiles, EPOS integration and marketing. The page ends on a London testimonial from Marlowe & Pine Group and a single Book a demo path.
Compliance, accessibility and trust
- Privacy notice under the UK GDPR and Data Protection Act 2018, naming Covers Hospitality Ltd (registered in England & Wales) as controller.
- Terms of Service referencing PECR for unsolicited communications, VAT on fees, and the registered office at 18 Clerkenwell Road, London, EC1M 5RN.
- Footer with Companies House number 12345678 and VAT no. GB 123 4567 89; no US state privacy rights or sales tax.
- Passes automated WCAG 2.2 AA checks on every page at 360, 390, 768 and 1440 px: no contrast failures, no unreachable controls, no horizontal scrolling.
- A language switcher built from
hreflangsits in the header on desktop and in the footer on phones.
One system, twelve markets
Every visible string lives in one file per market, and every colour and typeface in one theme file. This edition needed no new templates or components: a strings file, a theme, regional photography and local legal content made it a different brand experience. For a hospitality-tech company with international plans, a new market becomes a content project rather than a rebuild.
Deliverables
- Market profile: language, formats, legal and seasonality
- Full localised copy across 11 templates, header, footer and forms
- Brand adaptation: palette, type pairing and logo descriptor
- 22 regional photographs (Pexels, credited in
credits.json) - Local legal content
- Accessibility pass (WCAG 2.2 AA, automated) and QA at four screen widths
- Portfolio media: stills, full-page captures, scroll video, OG image, brand board
FAQ
How is a UK hospitality website different from a US one?
Prices are in pounds with VAT, addresses use postcodes, legal copy follows the UK GDPR, PECR and the Data Protection Act 2018, and the photography and testimonials are British.
Can one website design serve the UK and the US?
Yes. Covers shares templates across editions; the UK edition inherits the same design system and overrides currency, legal copy, institutions and imagery.
Do you design for EPOS and PMS integrations?
Yes. The platform pages show how Covers connects to EPOS, PMS and Wi-Fi capture, with British case studies such as Harbour House and The Alder Hotels.