Ride-hailing giant Uber has unveiled a new rewards program incentivizing its top riders and eaters with points redeemable for perks.
The new point system works similarly to airline rewards, with the base Blue tier, Gold, Platinum, and Diamond award statuses for users, who earn one reward point for every dollar spent on the Uber and Uber EATS app. Premium ride options such as Uber Black and UberWAV will offer two and three points per dollar, respectively.
Other perks include route price protection, airport priority pickup, penalty-free trip cancellation extensions to 15 minutes, and select upgrades. On top of that, users will also earn a $5 credit for every 500 points.
"The goal was to develop a more one-on-one relationship with our customers," said Holly Ormseth, senior product manager at Uber. "We're investing in people, and want to connect people with benefits that fit their needs."
The program will open in nine markets, including Miami, Washington D.C., New York City, and Atlanta. E-bikes and scooter use will be ineligible.