Waymo is launching a rewards program called Waymo Premier that will offer frequent robotaxi riders a host of perks for $29.99 a month.
Premier members will be able to skip the virtual line and earn 10% cash back on every trip (and “even more during peak periods,” according to Waymo). They’ll also get five free ride cancellations each month, and Waymo says Premier members will even be able to ride in cities where the service still has a waiting list.
Waymo Premier won’t be available to riders in Austin or Atlanta, the company told TechCrunch, because its robotaxis is only available through the Uber app in those cities.
The loyalty program comes as Waymo ramps up its U.S. expansion and prepares for an international launch later this year. Waymo is also starting to roll out its newest vehicle, the Zeekr truck it calls “Ojai,” in Los Angeles, Phoenix and San Francisco.
The Premier program could also be the start of a new line of business for Waymo as it scales.
The company’s biggest partner, Uber, has created a significant source of revenue with its own program, Uber One. The riding-hail giant said in May that more than 50 million people pay now $9.99 per month (or $96 per year) for a subscription. In return, Uber offers perks like 10% off Uber Eats orders or hotel reservations, delivery cancellation fees, and other third-party discounts and offers.
Rewards programs are an even bigger business for airlines. The four largest US airlines would be operating at a loss in 2024 if not their money printing subscriptions. Airlines have also shown how loyalty programs can deliver value beyond the revenue they generate: during the pandemic, many of them use the programs as collateral for emergency loan support from the federal government.
Waymo said it arrived at the $29.99 monthly price and accompanying perks after looking at “direct feedback from our riders about what they want from a subscription.” While it may cost three times the cost of Uber One, rider data has shown that people are willing to pay more for Waymo robotaxis than traditional ride-hailing options.
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