At its annual GO-GET showcase event, Uber laid out an ambitious expansion that pushes the company far beyond ride-hailing. The app-based transportation services is working towards becoming an one-stop app that customers can use for booking their ride, hotel, dinner, and even their morning coffee.
The company's pitch is simple: it's simply opening your Uber app once, and everything from your airport pickup to your hotel stay, and even your morning coffee or dinner is taken care of. Meanwhile, it's important to note that among all the features Uber pitched at the event, hotel booking is the biggest headline.
Uber Hotels Booking
Uber has formed a new alliance with Expedia Group. The partnership will allow Uber customers to browse and reserve from a catalogue of over 700,000 properties worldwide without minimising the app. To make it stress-free for customers to access, Uber is creating a new “Hotels” tab on the app's home screen where you can search by destination, compare options, and filter based on preferences.
However, it's important to note that if you haven't cancelled your Uber One Membership, then you'll get the better end of the deal. Uber One subscribers are getting access to discounts on thousands of hotels, with at least 20 percent off a rolling list of 10,000 hotels and 10 percent back in Uber credits on every single booking.
Those credits can be used toward upcoming Uber trips, and vacation rentals from Vrbo are expected to be integrated into the app later this year.
Uber is not the only app hosting a hotel platform in the partnership; the Expedia app will also host Uber in June. However, the partnership only states that Uber rides will be integrated into the Expedia app in June; it has yet to be clarified whether other Uber products, like Uber Food, will also be integrated.
The integration of the Expedia app into Uber will allow travelers to receive push notifications ahead of check-in, prompting them to book discounted rides for their trips. In this regard, another benefit is also being rolled out to Uber One subscribers. From June 1, Uber One benefits will expand globally to allow members earn credits and enjoy perks while traveling abroad.
Eats for the Way
Hotel booking and travel logistics are not the only new features Uber announced during the event, “Eats for the Way” is another new feature the company is using to improve what happens during the ride itself. Eats for the Way allows riders in premium tiers including Uber Black and Uber Black SUV to order drinks or snacks in advance.
The drink, snacks, or morning coffee will be added to your booking, so when your driver shows up, your order will be already waiting in the car. Notably, this feature is launching first in major U.S. cities including San Francisco and Los Angeles, Philadelphia, Atlanta, San Diego, and Austin. The company plans to roll it out to more locations if demand picks up.
Shop for Me
From errands to recommendations, Uber “Shop for Me” is another addition the company unveiled in the annual event. The feature turns Uber into a kind of on-demand errand runner. It lets customers request a courier to visit any store, pick up whatever the customers need, and bring it to them. The store can be both the ones listed on Uber Eat and the ones not listed on the platform.
What matters is for you to describe the item to the courier, set your budget, and pay the in-store price including the delivery fee. Your delivery address will also be required for the courier to know where to deliver the items. You can use “Shop for Me” for various needs, such as grocery, retail, foods, or pharmacy runs.
Other new features coming to Uber
- AI-powered Voice Bookings: Uber is also leaning into AI to simplify ride booking using voice. The feature is called “Voice Bookings” and it allows hands-free ride requests.
- One Search: Until now, if you want a ride, you use Uber. If you want food or groceries, you often switch to Uber Eats. They feel like separate experiences. But now, One Search is merging rides, food, and shopping into a single search bar. This feature eliminates the need to switch between Uber and Uber Eats.
- Travel Mode: Uber “Travel Mode” is launching to the Rider app to smooth out the experience of arriving somewhere new. Upon arrival, the feature will offer curated local recommendations for restaurants, attractions, and local hotspots as soon as you land.
Behind the scenes, the company is continuing its push into future mobility, experimenting with autonomous vehicles in partnership with Mercedes-Benz and Rivian. Uber partnership with these brands will put driverless Mercedes-Benz S-Class cars on the road, bring thousands of Rivian's robotaxis to streets, and launch a Cart Assistant on Uber Eats so that customers can shop seamlessly.
