Capacity, category and concept are drawn from the results of the preceding analysis.

The most important target markets are defined. The hotel concept describes the room types, their size and a draft of the F&B concept contains information about the number, theme, pricing and capacity of the F&B outlets. The basis for the service is defined: number of employees, services offered, scheduling of the services. The employee's qualifications are outlined.

The leisure activities and the conference facilities offered are defined and described. The potential marketing concept for the hotel is introduced in its basic concept. If the client requests it, concepts for security, design and environmentally friendly measurements are also elaborated for the hotel .