Background & Problem Statement

Traditional B&B websites feel dated and amateur, often relying on basic templates that fail to convey the luxury experience modern travellers expect. Millbrook House, a premium Cotswolds property, needed a digital presence that would position it as a sophisticated countryside retreat rather than a standard bed & breakfast.

Research & Brand Strategy

・The Insight: High-end countryside hospitality competes with luxury hotels, not traditional B&Bs. The target audience expects country house elegance with modern sophistication - think Soho Farmhouse meets heritage property.

・Editorial Approach: Drawing inspiration from country lifestyle magazines like Country Living and House & Garden, the design celebrates English countryside luxury through refined typography, curated photography, and storytelling that emphasizes experience over amenities.

Website & Visual Identity Design

・Country House Sophistication: Classic serif typography and muted color palette evoke timeless English elegance while clean layouts ensure modern usability. The design balances heritage charm with contemporary expectations.

・Experience-Led Storytelling: Rather than listing room features, content focuses on moments - morning coffee in the garden, intimate wedding celebrations, countryside tranquility. Each section builds emotional connection to the property and location.

・Strategic User Journey: The layout guides visitors from aspiration ("Where Memories Become Memories") through specific experiences (Garden Room showcase) to social proof (testimonials) and finally conversion through event-focused CTAs targeting the lucrative wedding market.

Final Thoughts

This project demonstrates how traditional hospitality businesses can elevate their digital presence by understanding their true competitive landscape. By positioning Millbrook House as country luxury rather than basic accommodation, the design attracts higher-value guests while maintaining authentic countryside charm.

The approach proves that heritage properties can embrace sophisticated web design without losing their character, creating digital experiences that reflect the quality guests expect from premium countryside hospitality.