For example, if you have a very new, modern look on the outside, the inside lobbies, restaurants, rooms should be an extension of that look. For if you have a traditional theme in the interior d cor, it disrupts the design. They have to merge. Again, I am against the usual concept of one long corridor with rooms on both the sides. Designs should move away from the usual.
Creativity is important.
As for the location, if the plot is anywhere near the sea, I would exploit the sea. The sea lends a very unusual feel that soothes and is an added advantage for the hotel. Therefore, a hotel facing the sea is already at an advantage. The morning and evening views of the sea can be breath taking. The hotel industry is a very important industry.