Designing the marketing experience behind the operating system for hotels.
Overview
Mews is redefining hospitality. Once known primarily for its PMS, the platform has expanded into POS, payments, and revenue management, becoming the OS for hotels and shared spaces. But the existing website no longer reflected the scale or sophistication of the product. It felt narrow where the company had grown expansive, fragmented where the platform had become unified.
We partnered with Mews to rebuild the website from the ground up: clarifying the platform narrative, simplifying the IA, and designing a digital experience that mirrors the seamlessness and impact of a great guest journey. The result is a website built for global relevance, commercial performance, and an evolving AI-driven discovery landscape — and a foundation that will scale with the ambitions of a company shaping the future of hospitality technology.
Repositioning Mews beyond PMS.
Mews needed to move past the constraints of being perceived as a PMS vendor. The platform had outgrown that category, connecting every part of hotel operations into one system. The website had to make that shift unmistakable.
We restructured the information architecture to reflect Mews’s modular platform — PMS, POS, payments, revenue management — without overwhelming users with product sprawl. The new structure guides two primary journeys: high-intent buyers moving quickly toward demos and pricing, and mid-intent researchers exploring the value of the platform over time. Across both journeys, the website lands one message clearly: Mews is not a tool, it’s the operating system for hotels.
Bringing a bold brand idea to life.
The Mews brand carries an idea at its centre: impact you can’t ignore. The new site needed to embody that idea — visually and tonally — while balancing the credibility expected of a global hospitality provider. On a website, impact means many things: clarity that guides users forward, storytelling that elevates the role of the platform, and a design language confident enough to stand apart in a conservative category. An experience that feels as seamless as a great stay.
Designing for humans — and for LLMs.
The way people research is changing. Increasingly, buyers turn to AI models to summarise, compare, or evaluate options long before they speak to a sales team. The new Mews website needed to serve two audiences: human decision-makers and the AI systems that interpret content on their behalf.
We structured pages with clear hierarchies, predictable naming conventions, and concise summaries that LLMs can easily parse. Product and feature labels are unambiguous. URL structures and metadata are clean and consistent. Information is organised in a way that supports both human comprehension and machine readability.
A scalable platform built for clarity, conversion, and growth.
The new website is engineered for Mews’s next chapter: global expansion and enterprise growth. The design and development foundations support multi-language deployment, accessibility best practices, and a modular content system that scales as new products are introduced.
Content migration consolidated years of pages into a coherent structure. SEO optimisation preserved ranking strength and improved discoverability. Performance standards ensure speed and stability across markets and devices. And a simplified funnel guides visitors from awareness to evaluation to conversion with a clarity the previous site couldn’t achieve.
The result is not just a website. It is a growth engine — built to serve a company defining what the future of hospitality operations looks like.
A brand expressed through experience.
The design system leans into bold typography and a distinctive use of pink that cuts through the uniformity of hospitality tech. Guest-centric imagery reframes the story from software features to the experiences great operations actually enable. The result is a marketing platform that transcends the conventions of B2B tech, without compromising discoverability or conversion.
With Thanks To
Michael Fitzsimmons, Tatiana Morozova, Victoria Hannah Irwin, Sam Curtis, Jamie Wright, Mella Mckeown and the team at Mews.
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