Hostelworld — Hostels Worldwide

# Build brief — an original marketing website in the taste of Hostelworld

> Reference: https://www.hostelworld.com · UIDiscovery: https://uidiscovery.com/sites/hostelworld · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/hostelworld/full.png) · [scroll video](https://uidiscovery.com/media/captures/hostelworld/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Hostelworld — same structure, rhythm and polish, entirely new identity and content.

## 2. Originality rules
- Build an ORIGINAL design for the user's own brand in the same *taste* as Hostelworld: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Hostelworld's logo, name, product imagery, illustrations, icons, screenshots or copy. Write new copy for the user's product.
- If the user hasn't said what their product is, ask first (or use clearly marked placeholders like [Brand], [Product], [Audience]).
- Reference screenshots are for looking at, not for embedding or tracing.

## 3. The taste, in short
- Hostelworld (hostelworld.com): Travel marketing website, light, colorful.
- 14 sections: Hero → Features → Stats → Features → Content → Features → Content → Call to action → Features → Showcase → Content → Features → Footer.
- Spacing: about a screen per idea (median section ≈524px).
- Hero headline: 3 words — short and punchy; keep yours under ~9.
- Type: Poppins headings over Inter body. Imagery: mostly photography.

## 4. Page structure (top to bottom)

### 1. Hero — state what the product is and for whom in one glance, and offer the primary action.
- Layout: headline-led stack: eyebrow → H1 → supporting line → actions, with a visual beside or below. Half to one screen (489px at 1440), page background; 31 image elements (photo collage/gallery + small graphics); form with 8 fields, 782 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~3 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Meet your people.”
- [Screenshot](https://uidiscovery.com/media/captures/hostelworld/s-01.webp) · imagery: slot 1

### 2. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Compact band (286px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description.
- [Screenshot](https://uidiscovery.com/media/captures/hostelworld/s-02.webp) · imagery: slot 2

### 3. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Compact band (170px at 1440), page background; 6 images/icons (a set of cards or a small gallery); one primary button.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- [Screenshot](https://uidiscovery.com/media/captures/hostelworld/s-03.webp)

### 4. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Compact band (388px at 1440), page background; 27 image elements (photo collage/gallery + small graphics); 3 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Events & stays, hassle-free”
- [Screenshot](https://uidiscovery.com/media/captures/hostelworld/s-04.webp) · imagery: slot 3

### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (668px at 1440), page background; 12 images/icons (a set of cards or a small gallery); 2 text links instead of buttons.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Loved by travellers worldwide”
- [Screenshot](https://uidiscovery.com/media/captures/hostelworld/s-05.webp) · imagery: slot 4

### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (851px at 1440), own dark band #7f32cd; 23 image elements (photo collage/gallery + small graphics); no interactive controls.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “See who's going.”
- [Screenshot](https://uidiscovery.com/media/captures/hostelworld/s-06.webp) · imagery: slot 5

### 7. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. About one full screen (976px at 1440), page background; 7 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~4 words, like the reference); 7 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Say hello(before you go!)”
- [Screenshot](https://uidiscovery.com/media/captures/hostelworld/s-07.webp) · imagery: slot 6

### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (660px at 1440), page background; 27 image elements (photo collage/gallery + small graphics); no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/hostelworld/s-08.webp) · imagery: slot 7

### 9. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Half to one screen (428px at 1440), own dark band #2767e7; 4 images/icons (a set of cards or a small gallery); 3 text links instead of buttons.
- Slots: Headline (~4 words, like the reference); One sentence of support; Text link action.
- Topic (tone/length only — never reuse): “Download the app now.”
- [Screenshot](https://uidiscovery.com/media/captures/hostelworld/s-10.webp) · imagery: slot 8

### 10. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (524px at 1440), page background; 3 image/graphics; one primary button.
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “We are committed to a better world.”
- [Screenshot](https://uidiscovery.com/media/captures/hostelworld/s-11.webp)

### 11. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. About one full screen (971px at 1440), page background; 16 image elements (photo collage/gallery + small graphics); 8 text links instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Get inspired!”
- [Screenshot](https://uidiscovery.com/media/captures/hostelworld/s-12.webp)

### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (456px at 1440), page background; 9 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/hostelworld/s-13.webp)

### 13. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Compact band (278px at 1440), own light band #00e0ce; 3 image/graphics; inline form (1 field, e.g. email capture), one primary button.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Join our adventurous community!”
- [Screenshot](https://uidiscovery.com/media/captures/hostelworld/s-14.webp)

### 14. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (632px at 1440), own dark band #121417; 11 images/icons (a set of cards or a small gallery); primary + secondary button, 31 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/hostelworld/s-15.webp)

Inner pages also captured (Blog, Security): https://uidiscovery.com/sites/hostelworld?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#000000` | body text, headings | 21.0:1 |
| accent | `#00e0ce` | primary buttons, links, highlights — sparingly | 1.7:1 ⚠ not for text; use as a fill with #111111 text (11.3:1) |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#2767e7` | secondary text, borders | 5.0:1 |

Captured palette: `#ffffff` `#121417` `#7f32cd` `#2767e7` `#00e0ce` `#000000`. Section bands top→bottom: `#ffffff` → `#7f32cd` → `#2767e7` → `#00e0ce` → `#121417`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, cool) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #ffffff;
  --foreground: #000000;
  --accent: #00e0ce;
  --surface: #ffffff;
  --muted: #2767e7;
  --font-heading: "Poppins", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Inter", ui-sans-serif, system-ui, sans-serif;
  --radius: 12px; /* calibrate from the screenshot */
}

/* Tailwind v4 — in globals.css after @import "tailwindcss"; */
@theme {
  --color-background: var(--background);
  --color-foreground: var(--foreground);
  --color-accent: var(--accent);
  --color-surface: var(--surface);
  --color-muted: var(--muted);
  --font-heading: var(--font-heading);
  --font-sans: var(--font-body);
}
```

### Typography
- Headings: **Poppins** (Google Fonts) — reference uses Poppins. Free to use — load it directly.
- Body: **Inter** (Google Fonts) — reference uses Inter. Free to use — load it directly.
- Scale (starting point, sizes weren't measured — calibrate against the 1440px screenshot): display clamp(2.75rem, 6vw, 5rem), h2 clamp(1.75rem, 3vw, 2.5rem), h3 1.25rem, body 1rem–1.125rem / 1.6, small 0.875rem. Headings: tight tracking (-0.02em), line-height 1.05–1.15.

### Spacing & rhythm
Sections run ≈524px tall at 1440 (median; range 170–976px, captures cap at 1700px) — roughly a screen per idea. Start with 96–120px vertical padding per section on desktop and about two-thirds of that on mobile. The background changes 6 times down the page — use band changes to mark chapters. 8px spacing grid, 1200–1280px max content width, 24px (mobile) / 32–48px (desktop) gutters.

### Shape, depth & theme
Confident colour blocks — let full-bleed colour bands and big shapes carry the personality. Read exact corner radius, border and shadow treatment from the screenshots. Light-first; for a dark mode use a near-black (not #000) background, ~90% white text, lift surfaces with lightness not shadow, re-check the accent.

## 6. Imagery plan

Measured from 8 section screenshots: mostly **photography** (light, cool, Travel). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/hostelworld/s-01.webp)
- **Stock** — “coastal landscape aerial”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #00e0ce. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 2 · 2. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/hostelworld/s-02.webp)
- **Stock** — “boutique hotel room daylight”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight?orientation=landscape) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight/?orientation=horizontal)
- **Generate** — `Photograph: boutique hotel room daylight. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #00e0ce. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 3 · 4. Features → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/hostelworld/s-04.webp)
- **Stock** — “coastal landscape aerial close up”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #00e0ce. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 4 · 5. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~12 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/hostelworld/s-05.webp)
- **Stock** — “boutique hotel room daylight close up”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: boutique hotel room daylight close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #00e0ce. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 5 · 6. Content → photography
- Travel references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/hostelworld/s-06.webp)
- **Stock** — “traveler on mountain trail close up”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: traveler on mountain trail close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #7f32cd, #00e0ce, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 6 · 7. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~7 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/hostelworld/s-07.webp)
- **Stock** — “coastal landscape aerial wide shot”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #00e0ce. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 7 · 8. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/hostelworld/s-08.webp)
- **Stock** — “boutique hotel room daylight wide shot”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: boutique hotel room daylight wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #00e0ce. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 8 · 9. Call to action → photography
- Travel references lean on photography. Count: a set of ~4 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/hostelworld/s-10.webp)
- **Stock** — “traveler on mountain trail wide shot”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: traveler on mountain trail wide shot. Composition: low-detail texture so overlaid text stays readable. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #2767e7, #00e0ce, #ffffff. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

- **Icons** — 3. Stats, 14. Footer: Use one open-source icon set at one stroke weight — Lucide, Phosphor or Heroicons (MIT) — tinted with the text or accent token. Social icons: Simple Icons.

### If the screenshots show a different style
Open the refs first and name what you actually see (photo / product UI / illustration / abstract gradient or 3D / type only). If it differs from the guess, switch routes — UI is built in code, type-only needs no image, otherwise:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #00e0ce and #2767e7 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; cool tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“abstract gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: coastal landscape aerial, friendly simplified shapes, limited palette of #ffffff, #00e0ce plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“travel flat illustration” on Unsplash](https://unsplash.com/s/photos/travel-flat-illustration?orientation=landscape) (same query works on Pexels/Pixabay)

- **Licences:** Unsplash and Pexels images are free for commercial use under their own licences; Pixabay under the Pixabay Content License. Check each image's page before use, credit the photographer when asked (good practice anyway), and skip images showing logos, trademarks, branded products or identifiable people without a release.
- **AI generation:** the prompts work with any image model (GPT Image, Imagen, Flux, Midjourney, Firefly, SDXL…) — check its commercial-use terms. Never put the reference brand's name or “in the style of <brand>” in a prompt.
- **Never** download, trace or re-host the reference's own images, illustrations, product shots or logos.

## 7. Build steps
1. Confirm brand, product, audience and the primary action with the user.
2. Set up the tokens (CSS variables / Tailwind @theme) and load the fonts.
3. Build the sections in order, mobile-first, with each reference screenshot open.
4. Write original copy for every slot — match length and tone, never the words.
5. Source every image via the imagery plan (stock or generated); compress it and record credits.
6. Run the checklist at 390 / 768 / 1440px and fix what fails.

## 8. Acceptance checklist
- [ ] Responsive at 390px, 768px and 1440px — no horizontal scroll, tap targets ≥ 44px on mobile.
- [ ] Colour contrast WCAG AA: 4.5:1 body text, 3:1 large text and UI; visible focus states; full keyboard navigation.
- [ ] Semantic HTML: one <h1>, ordered headings, landmarks (header/nav/main/footer), labelled form fields, alt text on meaningful images.
- [ ] Performance: modern image formats with width/height set, lazy-load below the fold, ≤ 2 font families with font-display: swap, LCP < 2.5s.
- [ ] prefers-reduced-motion respected; animations under ~300ms and never blocking content.
- [ ] Originality: no copied logos, images, illustrations or copy from the reference; every image licensed or generated; credits recorded.

## 9. If you use Next.js + Tailwind
Paste the @theme block into globals.css, load fonts with next/font/google, make each section a server component in components/sections/, use next/image with explicit sizes, and keep client components for interactive bits only (menus, toggles, accordions).

---
More: tokens https://uidiscovery.com/api/v1/sites/hostelworld/tokens · kit https://uidiscovery.com/api/v1/sites/hostelworld/kit · MCP `get_design_brief({ slug: "hostelworld" })`, `get_image_plan({ slug: "hostelworld" })`. Cite the reference as https://uidiscovery.com/sites/hostelworld.