investigate customer journey in two of Accor's segments:The Budget-conscious traveler (IBIS brand) and the Resorts. Using the case, your experiences and research envision/visualize the customer journey from the initial search for hospitality services, interacting with Accor services to finally completing their stay at an Accor-operated facility or franchise.

1. Layout the distinct steps in the customer journey. For each stepWhat is the customer doing at each stage and how are they performing their actions?
2. Examine the digital marketing technologies that customers use at each stage of their journey
3. Why is the customer motivated to keep going to the next stage? What emotions are they feeling? Why do they care?
4. What are the uncertainties, jargon, or other issues preventing the customer from moving to the next stage?

reference:Thomke, S. (2019). The magic that makes customer experiences STICK. MIT Sloan Management Review, 61(1), 56-63.

Damnjanovi, V., Lonari, D., & Dlai, J. (2020). TEACHING CASE STUDY: DIGITAL MARKETING STRATEGY OF ACCOR HOTELS: SHAPING THE FUTURE OF HOSPITALITY. Tourism and Hospitality Management, 26(1), 233-244