An interesting issue you raise, with which I wholeheartedly agree, is that "social discovery" isn't always the best answer to any question. For some categories it makes a lot of sense. For plenty more categories, it's a novelty at best, and the utility is questionable.<p>IMO, the best way to make travel "social" is to make <i>social</i> travel easier, viz., make organizing trips for groups easier. That's a legitimate problem to solve.