User-generated online reviews platform TripAdvisor is to display restaurants’ Michelin stars, bib gourmands and plates after a licensing tie-up with the French-owned gastronomic guide.
The ratings will also be displayed on TripAdvisor’s booking service subsidiary TheFork following the content and licensing deal.
Meanwhile, Michelin has agreed to sell its booking platform Bookatable to TheFork for an undisclosed sum, which gives TheFork entry into five new countries: the United Kingdom, Germany, Austria, Finland and Norway.
All of the 14,000 restaurants selected by the Michelin Guide inspectors worldwide will be clearly identified on the TripAdvisor website and apps, as well as being bookable on TheFork.
In exchange, all TheFork restaurants partners will also be bookable on the Michelin Guide digital platforms.
Scott Clark, member 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, TripAdvisor Restaurants and CEO, TheFork, added: “We’re 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.”
Following the deal, TheFork will cover 22 international markets and have over 80,000 bookable restaurants.