TripAdvisor’s TheFork restaurant booking service is expanding into the UK after purchasing Bookatable.
Michelin has agreed to sell Bookatable to TripAdvisor as part of a content and licensing partnership allowing TheFork to expand into five new countries: the UK, Germany, Austria, Finland and Norway.
As part of the agreement, all 14,000 restaurants selected by the Michelin Guide will display their Star, Bib Gourmand and Plate awards on TripAdvisor’s website and apps.
TheFork already offers booking for 67,000 restaurants around the world, while the addition of Bookatable’s content will create the “largest online restaurant booking platform”. All of TheFork’s restaurants will also become bookable through the Michelin Guide’s digital platforms.
Bertrand Jelensperger, senior vice-president of TripAdvisor Restaurants and chief executive of TheFork, said: “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.
“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.”