Blueprints have been unveiled for a new 39-bed hotel, pub and restaurant close to The Saddle roundabout in Wigan.
Brewing giants Marston are behind the bid for land in front of the B&Q store in Frith Street.
If the scheme progresses, it could leapfrog an anticipated new Travelodge on Robin Park, which first became public knowledge in 2016.
Planning agent Steve Buckley has told the borough’s development control section that Marston wanted to bring a food-led operation to the location.
He added: “Food-led pubs are aimed at business people, the more mature diner, and families, as indicated by the outdoor play area proposed as part of this application.
“The layout plans show that the floor area is laid out to provide a pleasant eating environment.”
Mr Buckley said such sites did not usually offer live entertainment and would only play more relaxed background music.
The hotel, or lodge, development would include 19 rooms on the ground floor, with a check-in area, and 20 on the first floor.
Mr Buckley added: “The lodge hotel concept focuses on providing accommodation and allowing guests to utilise the dining facilities at the adjacent pub and restaurant.
“The hotels are predominantly aimed at short-stays for people visiting the local area rather than the events at the venue itself.
“It is considered that the core market will be for people travelling for business and leisure or tourism purposes.”
The proposal includes 78 car parking spaces for customers and staff and bike racks.
Before now, the last opportunity to redevelop the Frith Street site came when plans were put forward to build a fast food restaurant, shop, office block and MOT servicing centre, in 2009.
This won planning approval in August 2011 but has never got off the ground.
The hotel landscape in Wigan has changed dramatically over the past five years, with Premier Inn the first new arrival, opening a new venture on the site of the old police station in Harrogate Street in 2015. This was followed earlier this year by Holiday Inn Express, which launched a fresh outlet at Martland Mill.