The study investigated the bottom line of hotel guest room design from two different angles; qualitative research on mass purchasers and quantitative research on individual hotel guests. The outcome of the researches support the findings of the literature studies that preceded the two filed researches. Finding out the necessary and sufficient hotel guest room condition from the viewpoint of the hotel guests was the main objective of this survey. The study result provides insights into the complexity and trade-offs in designing hotel guest room product offerings for various sub-segments of the mid-range urban hotels. Hotel guest room is the core product of the hotel industry, and an important marketing variable at the same time. Information on guest’s hotel guest room format choice will enable hoteliers and developers target specific customer groups with strategies premeditated to meet their need and preferences. 5 sessions of the semi-structured interviews with event organizers were conducted in order to collect mass purchasers’ views and experiences on hotels. Interview sessions with event organizers confirmed the general idea that hotel guests are not much interested in sustainability issue, even though they do know the importance of the matter. It has also found that hotel guests are not particularly opposing to the notion; the findings of the survey analyses indicate that a moderate guest room configuration can satisfy hotel guests. A typical guest room had been analyzed and divided in to 8 functional areas, that became 8 attributes of the survey questionnaire. The most important factors for the hotel guests were a proper management and a pleasant service, not the most luxurious guest room features. These findings assert that it is possible to perform a leaner and greener hotel development and the need of businesses’ leading on the making the hotel industry more sustainable and socially responsible. Discrete choice questions found the desk to be the most important factor for 3 star hotels. Window, bed, desk, and living found to be significantly important for 4 star hotels. In general, all the attributes except the bath were significantly important. When all the 8 attributes were presented together, the desk type found to be the most important factor followed by the bed arrangement. The most likely choice of 3 star hotel guests is consist of operable full height window, twin bed with design features, bath and separated toilet, single armchair with ottoman, small closet, extendable desk, small TV, and full height mini-bar. They find all the attributes almost equally important and the importance of the bed appeared to be rather lower than anticipated. The importance value of desk attribute is exceptionally high (25.8%). closet and entertainment had lower importances. The most likely choice of 4 star hotel is the room with operable full height window and balcony, a double bed with design features, a small shower stall, a large closet and luggage, double armchair, a medium size desk, swivel TV, and a full height mini-bar. Window, closet, & mini-bar found to be the least influential features, while bed and desk to be the most influential ones. The Conjoint questions 1&2 investigated on which part hotel guests put more value; size of the guest room or the view to the outside. When size and window were presented together, the room size accounted 70% of vignette ratings, and the window showed 30% of importance value. Interestingly, desk shows the highest importance value of all. During the qualitative research, significance of the desk was discussed many times. The outcome of the survey supports the discussion. Desk attribute carries 22.9% of importance and the most frequently chosen level was the medium size desk. Utilities and importances of attributes change significantly in relation with the demographic characteristics of the respondent. Characteristics of travel also found to have a significant correlation with the guest’s hotel guest room preference. Travel characteristics in this context refer the duration of each stay, room share, purpose of travel. However, no significant correlation between income/education level and the respondent’s preferences has found. Large difference among importance values were witnessed on the survey data analysis. For instance, entertainment showed 9.6% of importance while desk showed 22.9% importance. In other words, a desk that meets a guest’ expectation is much more likely to satisfy the guest than an impressive entertainment area arrangement. Likewise, poor condition or choice of desk design can disappoint a guest much more than an entertainment area that doesn’t meet the guest’ expectation.Design and layout of the hotel’s facilities affect its revenue operation potential, as well as guest satisfaction. The customer trade-offs identified with this research serve as an important input for conceptualization of a hotel property development. The research suggests the starting point of a competitive concept composition. Developers can refer to the sub-group studies and generate a customized guest room model. As an example, a hotel concept planning is presented. Hotel concept planning as such will be a valuable input for hotel developers, hoteliers, and valuers. Importance values imply which function should be fortified, which not. The data from this study can present a good direction for hotel businesses on performing renovations; on which part the focus should be set in relation with their guest characteristics. The knowledge obtained by this study will enable managers to select innovative offerings that are most beneficial to the firm and that will truly have an impact on customer’s choices. By understanding customer trade-offs, service firms will have a better market orientation with a resulting improvement in the firm performance.