American Express sees its pending $700 million acquisition of TheFork from Tripadvisor not just as a way to service cardmembers traveling to Europe, but as a way to add high-spending new cardholders, according to Skift.

If the deal to acquire Europe’s largest dining reservations platform closes later this year as expected, it would join Amex’s two other dining reservations assets, Resy and Tock.

In Amex’s second quarter earnings call last Friday, CEO Stephen Joseph Squeri said the three platforms are ‘open also to non-card members. And that becomes useful for us from an acquisition perspective because what we’ll do within those platforms is special offers for card.’

By acquiring TheFork, American Express wouldn’t be merely adding some dining reservations bookings. Instead, it’s adding valuable data about discretionary spend, expanding its global footprint, and enticing nonmembers to become cardholders.

The move underscores how travel and lifestyle platforms are becoming key tools for financial services companies to attract and retain high-value customers.