New Uber Explore Feature Marks Trend in Monetizing Rideshare by Adding Value for Users

As the titans of ridesharing seek more ways to monetize each mile, Uber is pulling ahead with an announcement Tuesday (March 1) that the app’s functionality is expanding to reservations and bookings of activities that do not occur while one is riding in an actual Uber.

Read more: Uber Launches Uber Explore in-App Feature for Entertainment Booking

The company is launching Uber Explore, “a new product in the Uber app that will allow customers to browse and book experiences — including dinner reservations, live events, and other fun activities,” a press release stated.

Uber Explore Product Lead Adib Roumani told TechCrunch, “We’ve built Uber Explore to take our customers beyond the ride. People have always come to the Uber app for the point A to point B piece of the journey — so we’re thrilled to expand and help inspire the destination, too. Through a variety of personalized offers and experiences, customers will be able to see trending locations near them and also browse for activities and events in their area.”

See also: Uber Delivery Gross Bookings Surge 33% YoY as Ordering Online Is ‘Ingrained Habit’

Per the press release, “When opening the Explore tab in the Uber app, riders will see places recommended to them based on categories including food and drink, art and culture, nightlife, music and shows, and more, and they’ll be able to see reviews, photos and directions.”

In addition to a higher degree of recommendation personalization promised, Uber Explore provides one-click “ride there now” functionality, event ticket purchases directly from Uber Wallet and Payment, along with Uber Explore Offers giving riders 15% off rides, up to $10.

Uber Explore is now “live in 14 U.S. cities across the U.S. (Atlanta, Chicago, Dallas, Houston, Los Angeles, Memphis, Minneapolis – St. Paul, New Orleans, New Jersey, Upstate New York, Orlando, San Antonio, San Francisco, Seattle) and one international city (Mexico City),” according to the release.

The company added in the release it is expanding Uber Explore “to more cities in the coming weeks and months, along with more event opportunities and experiences offerings.”

Ride-hailing rival Lyft is traveling a different but roughly parallel course, announcing in December that it’s expanding a partnership with Delta Air Lines with new in-app features.

In a blog post noting that Lyft riders have earned over 2 billion Delta frequent flier miles in the past four years under the original 2018 partnership, Delta and Lyft are introducing “an enhanced set of features… to improve the entire day-of travel experience.”

“Lyft riders with a linked Delta SkyMiles account will begin receiving additional traveler reminders and in-ride flight status updates to ensure they have all the information they need to plan a timely trip to the airport.”

Read also: Lyft Logs More Active Riders YoY, Talks Up Maps, AVs and More as Omicron Stifles Recovery

In that announcement, Lyft Head of Strategic Business Development and Global Supply Management Zach Greenberger said, “Travelers are keen to get to their destinations as planned, and these new in-app features we’re implementing through our expanded partnership with Delta will help make the journey even better. Delta and Lyft share a commitment to making the hospitality experience the priority, and our partnership is making the day-of travel experience even smoother for travelers.”

See also: Restaurant Platform Olo Launches Lyft Partnership

In the adjacent mobile order-ahead food delivery space, DoorDash and TripAdvisor have had a partnership since 2018, when TripAdvisor added an “Order Online” button to its app and website, clicking customers straight through to the DoorDash platform to place an order.

At the time that pact was announced, DoorDash President Christopher Payne said “DoorDash and TripAdvisor share a commitment to helping people discover the best local businesses, providing the selection, quality and reliability they need to make better decisions.”