Restaurants listed in the Michelin Guide will now have their ratings displayed on the TripAdvisor website and apps, while a selection of restaurants throughout Europe will also be bookable via its reservation service subsidiary TheFork, as part of a content and licensing partnership between the trio.
The partnership aims to offer diners “a complementary way to find their ideal dining experience, as well as improved access to a wider choice of high-quality restaurants around the world”.
All of the 14,000 restaurants selected by the Michelin Guide inspectors worldwide will be clearly identified with their ratings Star, Bib Gourmand and Plate distinctions on the TripAdvisor website and apps. Around 4,000 restaurants throughout Europe will also soon be accessible and bookable on TheFork, and on the digital Michelin Guide platform.
In addition, Michelin has signed an agreement to sell Bookatable to TheFork. This acquisition for an undisclosed sum allows TheFork to consolidate its existing markets and expand into five new countries, namely, the UK, Germany, Austria, Finland and Norway.
Under the deal, the 14,000 restaurants bookable on Bookatable will join the 67,000 already bookable on TheFork, creating the “largest online restaurant booking platform”, said the companies in a joint statement.
This strategic partnership between Michelin and TripAdvisor will offer “unprecedented visibility to the establishments listed in the Michelin Guide selections around the world”, said Scott Clark, member of the Michelin Group Executive Committee.
“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,” he added.
Consumers are now able to easily identify and book Michelin-selected restaurants on TheFork. In exchange, all TheFork restaurants partners will also be bookable on the Michelin Guide website and app.