TripAdvisor has acquired Bookatable by Michelin as it looks to expand its reservation platform business into the UK, Germany, Austria, Finland and Norway.
TripAdvisor purchased the platform through subsidiary TheFork, which operates across much of Europe, offering reservations at 67,000 restaurants. The purchase will add a further 14,000 restaurants to TheFork’s network, making it the largest online booking platform.
Additionally, TripAdvisor has agreed a content and licensing partnership with the Michelin Guide, which will see the 14,000 restaurants approved by inspectors worldwide identified with their Michelin-star ratings or Bib Gourmand and Plate awards across its platforms.
Scott Clark of the Michelin group executive committee, said: “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.
“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.”
Bertrand Jelensperger, senior vice-president of TripAdvisor, added: “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.”