1. What are the different types of online content in the hotel industry (ie, the main reasons why people post content, as well as the purposes they serve in guiding customers)? 2. What does the typical Accor customer journey look like, and how does content, in its various forms, affect the various stages of the customer journey? 3. How can Accor use content to attract customers to its website for booking, so that it does not have to pay the hefty 20 to 30 per cent commission fees demanded by OTAs like Booking.com?