NEW YORK | American Express has agreed to acquire European restaurant-booking platform TheFork from Tripadvisor for $700 million in cash, expanding the card company’s dining strategy across 11 countries.
The transaction
Tripadvisor announced a put option agreement for the sale, with closing expected before the end of 2026 subject to consultation, regulatory requirements and customary conditions.
TheFork will continue under its existing leadership. The platform connects diners with more than 50,000 restaurants and provides reservation and management tools.
American Express said the combination would expand its bookable dining network to approximately 75,000 venues.
Dining as a loyalty business
Restaurants are an important category for premium-card customers. Access, reservations and exclusive experiences can encourage spending and strengthen loyalty.
American Express already owns Resy and Tock. Adding TheFork gives it a larger international platform rather than relying primarily on U.S. coverage.
The company can connect card-member benefits with restaurant discovery and booking.
Value for restaurants
TheFork provides software for inventory, reservations, marketing and customer engagement.
American Express can offer payment data, card-member demand and promotions, potentially helping restaurants fill tables.
Restaurants will also watch fees, data control and whether consolidation reduces their choice among booking platforms.
Tripadvisor’s strategy
Tripadvisor has faced pressure to improve performance and simplify its portfolio.
Selling TheFork provides cash and allows management to focus on travel guidance, reviews and experiences.
Activist investor pressure had increased attention on whether TheFork should remain inside the company.
Transaction economics
TheFork generated reported annual revenue of about $232 million, up significantly from the prior year.
The purchase price reflects both current operations and the strategic value of integrating dining with payments and premium-card membership.
American Express must show that cross-selling and international growth justify the price.
Competition and data
Restaurant booking includes major platforms such as OpenTable, Google and local services.
The deal gives American Express more information about dining behavior, which can improve recommendations and offers.
Consumers and regulators may ask how booking and payment data are combined and protected.
What happens next
Employee consultation and regulatory review will proceed before closing.
Tripadvisor will determine how to use the proceeds, while American Express will plan integration with Resy and Tock.
The deal illustrates how card companies are becoming experience platforms rather than remaining only payment networks.
Additional Reporting By: Reuters; Tripadvisor; and PhocusWire.