TripAdivsor’s restaurant reservation platform, TheFork, has agreed to buy rival Bookatable from Michelin, the world’s second largest tyre manufacturer. The acquisition forms part of a content and licensing partnership between The Michelin Guide and TripAdvisor.
TheFork will use Bookatable to consolidate its existing markets and expand into the UK, Germany, Austria, Finland, and Norway. The 14,000 restaurants available to book on Bookatable will join the 67,000 already on TheFork.
“We are happy to add Bookatable by Michelin to the TripAdvisor family. This agreement allows us to continue expanding our business geographically, while offering an even more valuable service to restaurants and diners alike,” said Bertrand Jelensperger, senior vice president of TripAdvisor Restaurants and CEO of TheFork. “We’ll soon make Michelin-selected bookable restaurants more visible on our platforms to better serve our users and drive the right customers to each restaurant.”
The content side of the deal will see all 14,000 of the restaurants selected by the Michelin Guide inspectors worldwide identified with their Star, Bib Gourmand, and Plate distinctions on the TripAdvisor website and apps. On top of that, 4,000 restaurants across Europe will be made bookable on TheFork and on the digital Michelin Guide platform
“With our more than 120 years of experience making gastronomic guides which provide restaurant recommendations based on independent, expert inspectors, this strategic partnership between Michelin and TripAdvisor will offer unprecedented visibility to the establishments listed in the Michelin Guide selections around the world,” said Scott Clark, member of the Michelin Group executive committee. “By combining the Michelin Guide’s unique restaurant curation and selection criteria with TripAdvisor’s comprehensive travel planning platform, we will be able to make the Michelin Guide’s selections accessible to a much larger number of diners around the world.”