Booking a Hotel, Why Not Try Parasailing? Travel Websites Push Experiences

Booking companies and hoteliers are trying to sell travelers more online than just a place to stay, an airline ticket or a car rental. These web-based firms also want customers to purchase experiences such as parasailing excursions, food tours, and aquarium adventures. The amount spent by travelers on tours, attractions, events, and activities while traveling has swelled 21% since 2014 to $159 billion, and companies like TripAdvisor Inc., TRIP +0.66%Expedia EXPE +0.35% Group Inc. and Booking Holdings Inc. BKNG +0.76% is trying to get customers to buy more of them online.
Currently, about 80% of experiences are booked offline through walk-ups, phone, traditional travel agencies, and hotel concierges, according to travel-research company Phocuswright.