Tripadvisor has agreed to sell restaurant reservation platform TheFork to American Express in a deal valued at approximately $700 million. The transaction marks another step in Tripadvisor’s efforts to streamline operations and focus on higher-growth segments of its business, particularly travel experiences and related services.
TheFork operates one of Europe’s largest online restaurant booking networks, connecting millions of diners with restaurants across multiple countries. Since acquiring the business more than a decade ago, Tripadvisor has expanded TheFork’s presence throughout Europe and Latin America, making it a significant player in the digital dining market. The sale gives American Express an opportunity to strengthen its dining and lifestyle offerings for cardholders while expanding its presence in restaurant discovery and reservation services.
For Tripadvisor, the transaction provides additional financial flexibility at a time when travel companies are increasingly investing in experiences rather than traditional review-based platforms. Management has identified experiences and activities as a strategic growth area, reflecting changing consumer preferences and higher-margin revenue opportunities. The proceeds from the sale could support product development, acquisitions, or shareholder returns.
The agreement also highlights broader consolidation trends across travel, payments, and lifestyle services. Financial institutions have increasingly sought to integrate travel, dining, and entertainment benefits into their ecosystems to improve customer retention and increase spending activity. By adding TheFork, American Express gains access to a large restaurant network and valuable consumer engagement data that can enhance its premium membership offerings.
Investors will be watching how Tripadvisor deploys the proceeds and whether the transaction accelerates its transition toward a more experience-focused business model. The deal is expected to close subject to customary regulatory approvals and closing conditions.
