Answering question 3 of the final exam related to the customer discovery path.

1. Alexandra Humnicki

2. Customer Discovery Path
1. Decides on going to a country- needs to find a hotel
 Posts on facebook, or twitter
 Ask friends and relatives
 Buys a travel magazine
 Looks at newspaper advertisement
 Asks friends over there if they are willing to rent their apartment
on the spot
 Go to a travel agency to get information
 Brochures
 From previous experiences
2. Go on the few chosen websites or OTA’s. Compare
prices
3. Choose the best prices and most convenient hotel

3. A New Customer Discovery Path
Touchpoints of Morgans New Creative Customer Path
 Innovative, elegant, style, dee  Not just focusing on
ply interactive, luxurious platforms such as
internet, social media, friends
 Very interactive map to and family but on interest.
choose destination and hotel  Ex. I like music, so will find a
hotel that is related to
 Specifically chosen hotels music, by asking other people
based on themes such as who like music, or posting on
‘green’ facebook about music etc…
Creating communities of
 Culture, art, music etc… interest as a discovery path