The Michelin Guide, US-based travel and restaurant website platform TripAdvisor and its subsidiary TheFork have reached a content and licensing partnership.
The international strategic partnership will improve the accessibility and visibility of Michelin Guide’s chefs and restaurants.
It will also increase reservations at high-quality restaurants worldwide offering diners with a better dining experience.
This collaboration will bring together TripAdvisor’s huge customer audience, TheFork’s advanced booking service and Michelin Guide’s selection.
The 14,000 Michelin Guide selected restaurants will feature on the TripAdvisor site and apps with the famous Michelin star.
Nearly 4,000 restaurants will be accessible on TheFork and on the Michelin Guide’s website for consumers to easily book a table.
Michelin has signed an agreement to divest its UK-booking platform Bookatable to TheFork. This transaction will expand TheFork’s presence into the UK, Germany, Austria, Finland and Norway markets.
Through this acquisition, 14,000 restaurants on Bookatable will be added to the existing 67,000 restaurants on TheFork.
Financial terms of the deal have not been disclosed by the entities.
Michelin Group executive committee member Scott Clark 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.”