Why? Well, it appears to be in recognition of the changing consumer mind-set, with travellers seeking out adventurous travel experiences and choosing to spend money on memorable moments rather than souvenirs. TripAdvisor is one brand that has introduced bookable tours onto its site, recently redesigning its homepage to make this feature more visible and easier to use. The decision has apparently been a success. TripAdvisor reports that its non-hotel segment, comprising rentals, restaurants and attractions, grew 35% in the third quarter of 2016, now making up 24% of its total revenue. Considering that TripAdvisor’s hotel segment declined 6% - it is clear that consumers are keen to use the platform for more than just reviews. Get the full story at Econsultancy