Tripadvisor CEO Matt Goldberg described the sale as a validation of the company's portfolio value, noting that the agreement follows a strategic review initiated in early 2026. For the twelve-month period ending in the first quarter of 2026, TheFork generated $232 million in revenue with an adjusted EBITDA of $28 million. The transaction is slated to close by the end of 2026, pending regulatory approvals and labor consultations.

American Express leadership views the acquisition as a way to bolster its existing travel and dining services. Stephen Squeri, Chairman and CEO of American Express, noted that the deal creates a platform to deepen the company's long-standing relationship with Tripadvisor. Proceeds from the sale are expected to provide Tripadvisor with significant capital flexibility, which the company intends to use for debt reduction, share repurchases, or further investments in its core experiences business.