How can you encourage systematic content creation about AccorHotels? How should this practice be triggered and/or rewarded? Looking at supporting material D4, consider how AccorHotels can improve its feedback processes and potentially use these to help generate new content. Then, with the content gathered, where and how should user-generated content (UGC) be leveraged (e.g., AccorHotels' own website, an OTA, social media?)? What kinds of partnerships could AccorHotels leverage or engage in to reach these goals?