In the past couple of years, most of the investor focus on TripAdvisor has been its struggles with becoming a transactional site, and then tilting away from that and back toward merely sending users metasearch-style to online travel agencies and hotels to complete their bookings. A couple of years ago, TripAdvisor was facing an uphill battle in trying to change consumer behavior — in getting all those site visitors looking at restaurant and hotel reviews to view TripAdvisor as a venue to make bookings. Now, in some ways, with booking capabilities from hotel stays to tours and restaurant reservations still being core to the site, TripAdvisor is leaning into the millions of users who visit the site looking for inspiration, or trip ideas, who may have no idea where they want to travel and are not ready to book. Get the full story at Skift