Uber Pushes Harder Into “Everything App” Race as Super App Strategy Accelerates
Uber is accelerating its long-standing ambition to evolve beyond ride-hailing into a full “super app,” as competition in the mobility and digital services space intensifies. The urgency has grown as autonomous vehicle rivals like Waymo expand their presence in cities such as San Francisco, pushing Uber to deepen its role not just as a transport provider, but as a broader digital platform.
At its recent GO-GET product event in New York, Uber unveiled new services aimed at keeping users inside its ecosystem for more daily needs. Through a partnership with Expedia Group, users in the U.S. can now book hotels directly in the Uber app, gaining access to over 700,000 properties worldwide. Subscribers to Uber One also receive hotel discounts and credit rewards, while upcoming features include vacation rentals via Vrbo, restaurant reservations through OpenTable, and a “Shop for Me” service that allows purchases from stores outside the platform.
Uber’s leadership says these additions are part of a larger strategy to turn everyday travel and lifestyle needs into one continuous user journey. According to CTO Praveen Neppalli Naga, the goal is to build a seamless “flow” where users move from ride to flight, hotel, and dining within the same app. The company believes its subscription program, Uber One, is the key driver of this ecosystem, giving users financial incentives to stay engaged across services.
However, Uber is not alone in chasing the super app vision. Travel platform Airbnb has been expanding into transport through partnerships like Welcome Pickups, aiming to keep travelers inside its ecosystem. Meanwhile, X (social network), led by Elon Musk, is working toward its own “everything app” vision, including plans for integrated payments and banking features, intensifying competition for user attention in the digital services space.
Despite the bold expansion, questions remain about whether the U.S. market truly needs a super app. While Uber benefits from its massive 199 million monthly active users and growing subscription base, consumer habits in America are already spread across multiple specialized apps. Still, Uber points to strong growth in its delivery segment and rising Uber One adoption as signs that users are willing to consolidate services—if the value is clear enough.
source: techcrunch