Tripadvisor Reports Progress Selling TheFork, Explores LLM Data Deals

Skift reports that Tripadvisor has made "good progress" in exploring strategic alternatives for TheFork, the company's European dining reservations platform, and that CEO Matt Goldberg said the company expects to provide an update in the "near-term." Skift lists potential strategic candidates as Booking's OpenTable, American Express, Mastercard, and DoorDash, and notes private equity firms as possible bidders. Per Skift, Goldberg said on Tripadvisor's first quarter earnings call that the company "doesn't need to own TheFork to pursue its strategy" and could reach a commercial agreement with a buyer. Skift also reports that Tripadvisor is exploring LLM data deals. The same Skift coverage says Tripadvisor's first quarter was adversely affected by cancellations in Mexico, Hawaii, and other markets amid the Middle East conflict.

Industry observers have increasingly treated consumer-facing reservation and review datasets as useful inputs for training or fine-tuning large language models and recommendation systems. Companies licensing such datasets typically negotiate scope, retention, anonymization, and commercial-use terms. Skift's mention of "LLM data deals" is consistent with broader market activity where travel and location data are being evaluated for model training and downstream services.

Companies divesting noncore assets while simultaneously monetizing data assets reflect a broader pattern across travel-tech and platform businesses seeking to optimize balance sheets and revenue streams. Observers following comparable transactions note that potential buyers for vertical booking platforms include strategic competitors, payments firms, delivery platforms, and private equity, each bringing different integration incentives and regulatory considerations.

Monitor official updates around the sale process timetable and any filings or investor materials that quantify TheFork's revenues or profitability; track announcements or term sheets related to data-licensing agreements and any stated data-use limitations; watch for named bidders emerging publicly, which will clarify transaction structure and valuation expectations;