A new report from PiperJaffray argues that Wall Street is downplaying the importance of and profit potential from TripAdvisor’s attractions, restaurant reservations and vacation rental businesses - in other words, all of its non-hotel business - and the research suggests that they could increase 118 percent from 2015 to 2018 and turn into a $500 million business. TripAdvisor is the largest online travel site in the world and, according to PiperJaffray, 58 percent of visitors to its platforms research or book something other than hotels. “While investor focus has been heavily weighted toward the evolution of Instant Book, trying to solve for the near-term financial direction and the ultimate opportunity in hotels, we believe long-term investors should examine the opportunity that exists in attractions and restaurants,” PiperJaffray states. Get the full story at Skift