Inspiration. An over-used word around these parts. But inspiration remains one of the final remaining challenges in online travel.
If you can only make someone WANT to go somewhere, then you can sell them the flight, the hotel, the tour, etc. So the theory goes anyway.
Historically, trip inspiration was left to travel magazines and photographers. Online players focussed on solving problems once a consumer has decided “how do I get from A to B”, “where shall I sleep” etc.