Node manipulation using (this) keyword http://jsfiddle.net/6w5mx/2/

demo.html

<div id="tours">
  <h1>Guided Tours</h1>
  <ul>
    <li class="usa tour" data-discount="299">
      <h2>New York, New York</h2>
      <span class="details">$1,899 for 7 nights</span>
      <button class="book">Book Now</button>
    </li>
    <li class="europe tour" data-discount="176">
      <h2>Paris, France</h2>
      <span class="details">$2,299 for 7 nights</span>
      <button class="book">Book Now</button>
    </li>
    <li class="asia tour" data-discount="349">
      <h2>Tokyo, Japan</h2>
      <span class="details">$3,799 for 7 nights</span>
      <button class="book">Book Now</button>
    </li>
  </ul>
</div>

demoThis.js

$(document).ready(function(){
  $('button').on('click', function(){   
    var discount = $(this).closest(".tour").data("discount");
    var message = $("<span>Call 1-555-jquery-air and save $" + discount + "</span>");
    $(this).closest(".tour").append(message);
    $(this).closest('.tour').find('.details').remove();
    $(this).remove();
  });
});