In a move that could reshape how travelers discover and book restaurants across Europe, American Express just acquired TheFork from Tripadvisor for $700 million in cold cash. The deal, announced in June 2026, signals a major shift in how travel companies are consolidating their dining portfolios and positioning themselves for the post-pandemic world.
TheFork didn't start as TheFork. The platform launched in 2007 under the French name Fourchette before Tripadvisor scooped it up in 2014. By 2021, it had unified under the TheFork brand across all its European markets. Today, the service connects diners to restaurants in 11 countries, managing reservations and back-office operations for over 50,000 eateries. That's a staggering footprint, and it's been thriving despite Tripadvisor's broader struggles post-pandemic. In 2025 alone, TheFork generated $232 million in revenue, a 25 percent leap year-over-year.
The sale comes after pressure from activist investor Starboard Value, which holds a nine percent stake in Tripadvisor. The firm has been pushing for capital returns and a sharper focus on what Tripadvisor calls its "Experiences" segment, essentially adventures and activities that go beyond hotels and restaurant reservations. By offloading TheFork, Tripadvisor can funnel that $700 million windfall back into shareholders while doubling down on the experience side of travel.
For American Express, this acquisition fits a clear strategy. The company has spent recent years stacking restaurant platforms like Resy and Tock, which specialize in fine dining and premium bookings. TheFork fills a gap by serving casual and mid-range restaurants across Europe, a segment neither Resy nor Tock dominates. Combined, these three platforms now power a dining network of roughly 75,000 venues. "Dining is one of the most important ways people engage with our brand," said Rafa Marquez, president of international card services at American Express, signaling that the company views restaurants as a central pillar of the premium membership experience.
What does this mean if you're planning a trip to Italy, France, Spain, or beyond? American Express cardholders will likely gain better access to restaurant discoveries and bookings on European soil. The company has explicitly stated it wants to help cardmembers "discover, book and access great restaurants" while giving restaurant partners more exposure to affluent diners. As booking platforms evolve and integrate with travel cards, the line between discovery and transaction keeps blurring. Your credit card company is becoming your travel concierge.
TheFork will operate under its current leadership for now, meaning the app and service you know won't vanish overnight. The transaction is set to close before the end of 2026, pending the usual regulatory rubber stamps and employment reviews. The announcement itself moved markets. Tripadvisor shares jumped seven percent when the news hit, while American Express ticked up as well.
The bigger picture? European travel infrastructure is consolidating rapidly, with major financial players buying up the platforms that connect travelers to experiences. Whether that leads to better service or higher prices remains to be seen. For now, TheFork remains the easiest way to book a table at thousands of neighborhood bistros and family-run spots across the continent. And as of this deal, it's officially part of the American Express empire.
