I followed Adventure.com since it started. I have to confess I always had one big question about the company: What exactly was its business?

It was a beautiful site, with beautiful images, and the anthem was fantastic, but I never really understood what the company did or was trying to do. I knew it was pro-adventure, but beyond that I was never really sure.

Nowhere in the anthem video is there a call to action or an explaination of what Adventure.com did.

I asked other people in the travel industry, and they couldn’t give me a straight answer either. No one seemed to really know.

From an outsider's perspective, that I thought was the biggest problem. I wasn’t until long after the launch when someone told me it was an AirBnB type service for tours. There was nothing on the website or any social channels which actually gave that impression.