FILE - In this April 19, 2016, file photo, Airbnb co-founder and CEO Brian Chesky speaks during an event in San Francisco. Airbnb is adding local tours and other activities to its travel services in major cities around the world. With the new features, announced Thursday, Nov. 17, analysts say the fast-growing online rental company is hoping to tap into the desire of leisure travelers for distinctive “experiences” that make them feel more connected with the places they visit. In an interview, Chesky said he hopes to add more services, including the ability to book airline flights.  (AP Photo/Jeff Chiu, File)

“They want to be viewed as more of a travel company and not just an alternative lodging firm,” said Henry Harteveldt, an analyst with Atmosphere Research. “Our research shows travelers spend as much as 60 percent of their travel budget at their destination. So they want to tap into that very large revenue stream.”

FILE- in this Wednesday May 10, 2006 file photo, Iranian women wear the 'chador', a head-to-toe garment, as they pass a tourist in Isfahan some 400 kms (240 miles) south of Tehran, Iran. A U.S. luxury tour company is offering a new destination that’s sure to raise eyebrows: Iran. Those at Abercrombie & Kent say the tour is perfectly timed as Iran is opening up after the nuclear deal with world powers. However, the U.S. State Department has issued strong warnings about Americans traveling to the Islamic Republic as hard-liners have been arresting people with connections to the West. (AP Photo/Hasan Sarbakhshian, File)

“We feel that Iran is one of the most exciting places that someone can travel to at this point in time, given the current climate in the country and what sort of changes have been taking place recently,” said Stefanie Schmudde, product manager of Americas and Middle East for the Downers Grove, Illinois-based tour company Abercrombie & Kent.