Tripadvisor divested TheFork, its restaurant reservation platform, to Prosus for $700 million. The move frees capital for the travel giant to pursue experiences bookings, its faster-growing business segment.
TheFork operates across 14 countries with over 50,000 restaurants listed. The platform generated strong bookings in markets like France, Italy, and Spain, but Tripadvisor determined experiences represent a bigger opportunity. Viator, Tripadvisor's $4.6 billion experiences platform, already commands 15 percent of the global experiences market valued at $1 trillion.
The experiences sector expanded rapidly post-pandemic. Travelers prioritized activities, guided tours, and cultural adventures over traditional restaurant dining platforms. Viator capitalizes on this shift, offering everything from zip-lining in Costa Rica to art classes in Florence. Competitors like GetYourGuide and Airbnb Experiences contest this space aggressively.
Prosus, the Amsterdam-based technology holding company backing Swiggy and Delivery Hero, acquired TheFork to strengthen its restaurant and food ecosystem. The $700 million price tag reflects investor confidence in dining platforms, though Prosus sees TheFork as complementary to its delivery and restaurant portfolio rather than core to Tripadvisor's future.
Tripadvisor plans to redeploy the capital into Viator expansion and technology infrastructure. The company targets emerging markets where experiences adoption lags developed regions. This positions Viator to capture growth as middle-class travelers in Southeast Asia, Latin America, and the Middle East seek authentic local experiences.
The sale signals a strategic pivot. Tripadvisor originally built its empire on hotel reviews and bookings. Restaurant reservations marked an attempt to diversify revenue. Now the company acknowledges that experiences—not dining—represent the next travel