Uber CEO Dara Khosrowshahi announced the company's new strategy at the GO–GET 2026 event. It was stated that Uber is now expanding its activities with a "one app for everything" approach, switching to a superapp model and aiming to provide users with the opportunity to meet various needs of daily life on the same platform.
According to the innovations presented by the company, it will now be possible to book hotels in the Uber application. This service will be implemented within the framework of cooperation with Expedia Group and will be launched in the US at the initial stage. It is noted that in the future, the platform will offer hundreds of thousands of hotels around the world, and discounts and bonus opportunities will also be applied for users.
In addition, a new function called "Travel Mode" is being added to the application. This mode will allow users to find directions at airports, discover popular places in the cities they visit, and make restaurant reservations. Restaurant reservations will be made through the OpenTable platform. It was also announced that users in Europe will be able to book boats through the application.
The company also announced the expansion of the Uber One subscription service. Now users will be able to benefit from the benefits of this program in foreign countries, and the bonuses they receive will be able to use them later on other orders. The new “Shop for Me” function allows users to order products even from stores that are not in the application and aims to make the daily shopping process more flexible.
According to other innovations, users will be able to get the drinks or food they have ordered in advance ready when the Uber car arrives. In addition, through the voice ordering function integrated into the application, users will be able to order services simply by speaking, and the system will automatically present options that suit their needs.
The search system in the Uber application has also been updated, and it will now be possible to obtain results for transportation, food and other services at the same time by searching once. The company states that these changes aim to simplify the daily decision-making process of users and combine various services on a single platform.
The new strategy shows that Uber is moving away from being just a transportation service provider and becoming a superapp with broader functions.
