Uber has accelerated its push to become a super app, following Waymo's passenger services launch in San Francisco, by integrating hotel bookings and other new features into its app.
Expanding App Capabilities
At its recent GO-GET product event in New York, Uber announced U.S. users can now book hotels through the app via a partnership with Expedia Group, offering access to over 700,000 global properties. Uber One subscribers, paying $9.99 per month, gain 20% discounts on a rotating selection of 10,000 hotels and receive 10% back in credits. Vrbo vacation rentals and OpenTable restaurant reservations are also slated for inclusion later this year, alongside a new “Shop for Me” feature allowing orders from non-platform stores.
Super App Strategy
Uber's CTO, Praveen Neppalli Naga, emphasized building a super app akin to those successful in India and Southeast Asia, focusing on integrating services to enhance membership value rather than merely increasing traffic. “I take Uber, go to the airport, take a flight, take another Uber, go to a hotel, go to a restaurant,” Naga explained, illustrating the seamless user journey envisioned. While flight bookings aren't yet available, Naga hinted they might be in the future.
Competitive Landscape
Uber faces competition from Airbnb, which has launched its own transportation services with Welcome Pickups for airport transfers in multiple regions. Meanwhile, Elon Musk's X platform is advancing towards an all-encompassing service model with the upcoming X Money banking and payments system, targeting its 500 million monthly active users.
Market Challenges
The crucial question remains how many super apps the U.S. market can sustain, as consumers already have preferred apps for various services. Uber's strategy relies on its existing user base, leveraging convenience and Uber One perks to encourage usage consolidation. Recent earnings show a 34% year-over-year growth in delivery revenue, indicating potential for success.
Despite a stock decline of about 8% over the past year, Uber reports that 50 million people subscribe to Uber One, contributing to half of the company's total bookings. This suggests a significant portion of Uber's user base is already engaging with its expanded offerings.
Source: https://techcrunch.com/2026/05/10/uber-has-always-wanted-to-be-more-than-a-ride-now-it-has-reason-to-hurry/
