American Express has finalized an agreement to purchase TheFork, Tripadvisor's European platform for restaurant reservations, in an all-cash deal valued at $700 million. This strategic move is set to significantly enhance American Express's footprint in the global dining and experiences sector, integrating TheFork's extensive network of over 50,000 European restaurants into its existing portfolio. The acquisition underscores American Express's commitment to strengthening its relationship with customers through diverse dining and travel offerings, while Tripadvisor pivots to concentrate on its core experiences business, leveraging the sale proceeds for financial restructuring and future investments.

The transaction, announced on a Monday, involves American Express acquiring TheFork, a prominent European restaurant booking service that operates across 11 countries. This integration will boost American Express's total number of bookable dining establishments to an impressive 75,000, complementing its current platforms like Resy and Tock. Following this announcement, Tripadvisor's stock experienced a notable 7% increase in morning trading, reflecting investor confidence in the company's strategic redirection.

For Tripadvisor, this sale follows a February 2026 announcement regarding its intent to explore strategic alternatives for TheFork. The divestiture is a crucial step in Tripadvisor's broader strategy to streamline its operations and place a stronger emphasis on its experiences-focused offerings. The proceeds generated from this sale are earmarked for various financial initiatives, including potential share repurchases, reducing existing debt obligations, or reinvesting directly into its burgeoning experiences segment. TheFork itself reported robust financial performance, generating $232 million in revenue and $28 million in adjusted EBITDA for the twelve-month period ending March 31, 2026.

Matt Goldberg, CEO of Tripadvisor Group, highlighted that this agreement not only affirms the substantial value within Tripadvisor Group's diverse portfolio but also reinforces the company's unwavering focus on the vast opportunities within the experiences market. Similarly, Stephen Squeri, Chairman and CEO of American Express, expressed enthusiasm for the deal, noting its potential to deepen collaborations with Tripadvisor. He emphasized the synergistic opportunities to create enhanced value for both customers and partners by building upon their combined strengths in dining, travel, and experiences.

Rafa Marquez, President of International Card Services at American Express, underscored the pivotal role of dining experiences in fostering customer engagement with the brand. The current leadership team at TheFork is expected to remain in their positions post-acquisition, ensuring continuity and stability during the transition. The transaction is projected to be finalized before the close of 2026, contingent upon labor consultations and the necessary regulatory approvals. Tripadvisor anticipates minimal tax implications from the sale, expecting the net proceeds to closely align with the gross proceeds.

The acquisition of TheFork by American Express marks a significant consolidation in the online dining reservation market, solidifying American Express's position as a dominant player in providing premium dining and travel benefits. This strategic move is poised to deliver expanded value to card members through an enriched network of restaurant options and improved booking services, further integrating lifestyle and financial services.