This paper employed “Seven Tools for New Product Planning” method to develop new-type services for International Tourist Hotel industry. Our research can be divided into two phases. In the first phase, through exploratory focus group study, we developed the questionnaire, and then we conducted factor positioning analysis to acquire three critical factors: “active service,” “distinctive service,” and “functional experience.” In the second phase, we used ideas simulation and ideas selection to find out customers’ demands, and then conducted the questionnaire investigation again. Conjoint analysis was used to find out the most desired service attributes and levels. The results showed that the most important five characteristics selected by customers in order are “multiple promotion programs,” “electronic services,” “pressure release,” “service differentiation,” and “convenience of tourism.” Our research findings provided useful information for International Tourist Hotel operators to plan new-type services.