Six properties, one booking journey, no template

Palegrove had six property websites built by six different suppliers over nine years. Guests booking a second stay could not tell they were dealing with the same company.

Scope: UX/UI design, Webflow build, ongoing support

The problem

Consolidating six sites usually flattens them into one beige template. The brief was the opposite: keep what makes each property distinct while making the booking path identical and the whole thing maintainable by two people.

What we did

We separated the parts that must be consistent from the parts that must not. Navigation, booking flow, rates, accessibility information and footer are shared and centrally controlled. Photography, typography accent, room descriptions and the tone of the copy belong to each property.

One booking path, learned once

The reservation journey is identical across all six, so a returning guest is never relearning it. Availability, rate and policy content is edited once in a shared collection rather than six times.

A restrained variation system

Each property gets a display typeface and a colour drawn from a curated set, applied through tokens. Distinct at a glance, impossible to break the layout with.

Built for two people to run

The whole estate is maintained by a two-person marketing team. Every recurring task was designed around that constraint.

Where it landed

Six sites are now maintained in the time one used to take, and each property still reads as itself rather than as a franchise.