(Reuters) – Uber Technologies (NYSE:) unveiled a series of measures on Wednesday, including consolidating cruises on the Seine, as it looks to meet explosive demand driven by the upcoming Paris Olympics.
The taxi platform will offer its “Uber Cruises” for free from July 12 to August 3, and customers will also be able to book a day trip including a champagne tasting through the launch of “Uber Bubbles.”
Uber also plans to make “significant” investments in driver incentives and discounts for riders. The company has not disclosed the amount it is investing in these initiatives.
WHY IS IT IMPORTANT
More than 15 million visitors are expected to arrive in Paris this summer – 30% more than in previous years – putting pressure on public transport networks, the company said.
A record 40,000 drivers are expected to ride on its platform during the Olympic Games.
Uber is also trying to attract budget-conscious customers through lower prices.
While dynamic pricing will be used during the Olympics, Uber will offer promotions to passengers in key locations such as airports and Paris train stations, where around a million people are expected to travel with Uber.
Uber provides drivers with “promotions” such as extra pay for completed trips that start in certain areas for a certain period of time.
KEY QUOTE
The company said its “app has also been approved for use throughout Paris, with the Prefecture of Police granting Uber drivers access to the city’s most restricted areas.”
CONTEXT
Uber’s efforts in Paris will include continuously updated maps and routes in the app for drivers to highlight zone restrictions and road closures, as well as dedicated drop-off and pick-up zones within the app.
The company is also adding more than 130 new Uber Access vehicles to its platform.