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So paul, what's the american first floor called in the UK?
Just called the ground floor, i.e.

USA -- UK
1st = Ground
2nd = 1st
3rd = 2nd
4th = 3rd
etc.

All very confusing for jeg-lagged American tourists in London hotels who get into the elevator ("lift") next morning and press "1" expecting to come out in the lobby and instead find themselves still one floor too high. It's probably just as confusing for British tourists searching in vain for a "G" button in a U.S. elevator if they don't realize the difference.