Waymo's Loyalty Program: A Game-Changer for Robotaxi Riders?
Waymo is revolutionizing the way people use its robotaxis with the launch of Waymo Premier, a loyalty program that offers a range of perks for frequent riders. For just $29.99 per month, riders can enjoy 10% cash back on every trip, skip the virtual line, and even get five free ride cancellations every month.
The Benefits of Waymo Premier
- 10% cash back on every trip, with even more rewards during busy times
- Five free ride cancellations every month
- Skip-the-line access in cities where the service has a waitlist
- Hail a robotaxi in cities where the service is still expanding
Waymo Premier is not available in Austin and Atlanta, where the robotaxi service is only available via the Uber app. However, the program is expanding to other cities, including Los Angeles, Phoenix, and San Francisco, where Waymo is rolling out its newest vehicle, the Zeekr-built van.
The Potential for a New Revenue Stream
Waymo Premier could be the start of a new line of business for the company as it scales. The loyalty program is similar to Uber One, which has already generated significant revenue for the ride-hail giant. In May, Uber announced that more than 50 million people pay $9.99 per month for the membership, which offers perks like 10% off of Uber Eats orders and hotel bookings.
Loyalty programs are a lucrative business, with airlines generating significant revenue from their loyalty programs. In fact, the four biggest U.S. airlines would have operated at a loss in 2024 if not for their loyalty programs.
Waymo's Decision-Making Process
Waymo arrived at the $29.99 monthly price and accompanying perks after considering direct feedback from its riders. Rider data has shown that people are willing to pay more for Waymo robotaxis than for traditional ride-hail options. While it may be three times the cost of Uber One, the loyalty program is designed to provide value to frequent riders, rather than just generating revenue.