This study is focused on identifying the desirable characteristics in the daycare and hotel services to be offered by Sítio Bom para Cachorro. To do this, the first step was to try to understand how is the relationship between the owners with their dogs, what are the similar services they already use and what are the needs and fears they have about putting their dogs in a daycare center/or hotel. This information was essential to design the best service that fits with the needs and expectations for creating Sítio Bom para Cachorro. This new service is intended to provide hospitality services, which may represent an opportunity in this market, that has big potential to grow, as shown by the industry data. First, a quantitative survey was sent to 84 people, preceded by two exploratory steps for data collection and interviews with dog owners. The main results indicate that pets are considered as part of the families, and therefore they want to offer all the services that are necessary to see them healthy and happy.