With Sustainable Innovative Solutions, Uber Focuses On Mideast’s Expansion

In conversation with Arab News, Pia El Hachem said, "The newly launched feature allows riders to link their Uber profiles with their Google accounts and displays all upcoming travel plans."

"Riders can then reserve a ride to and from specific locations based on hotel and flight bookings, making the Uber app a one-stop-shop for all travel planning and bookings," she added.

Smart Itineraries, Uber's newest product, is part of the Uber Travel Suite, a group of services that are available all over the world. Soon, a number of features will be available in the region.

Smart Itineraries follows the expansion of Uber Reserve last year in Saudi Arabia.

Commenting on Uber’s strategy to grow its market share in the UAE, Jordan, and Lebanon, El Hachem said, "Having a real presence on the ground in so many parts of the region allows us to connect cities, help businesses grow, and boost earning opportunities for millions of people across the region."

She added, "We support the initiatives that matter most to countries and bring diversified product innovation to address the needs of both riders and drivers."

El Hachem explained, "As cities grow and technology improves, we want to provide more choices and a reliable experience for riders through the app in a way that would enable riders to leave their house and plan their journey end-to-end, all while minimising our impact on the environment."

Uber Green is helping the company quickly progress toward its commitment to have one in four trips in the UAE emission-free by 2030.

"We are also working closely with the public sector on the right policies, legal framework, and initiatives on charging infrastructure to make the transition to electric vehicles easier and more affordable for drivers," she added.

Asked about Uber’s priorities over the next 12 months for the UAE and the Levant, El Hachem said that since the Middle East is very diverse, people’s preferences and each market’s infrastructure demand a different strategy.

"However, our efforts in the region over the next 12 months are focused on providing a smooth app experience, doubling down on sustainability, and supporting earners," she explained.

El Hachem added, "As per our global and local commitments, we’re also prioritising making mobility more sustainable." "We have Uber Green available in the UAE and Jordan to encourage riders to choose more sustainable ways," stated the report.

According to the report, in 2022, Uber’s local and global sustainability teams and Uber’s CEO also participated in several events at COP27, which was held in Egypt, to discuss its road to electrification with key stakeholders and how they can address this challenge together.

"We are excited COP28 is also happening in the Middle East and North Africa region, and in the lead up to it, we are focusing our efforts on providing wider access to the sustainable offerings on the app and supporting drivers with the transition to EVs," El Hachem said.

By all accounts, the UAE and Levant are strategically important markets for Uber’s growth. At the start of 2022, Uber’s data revealed that it had moved over 31 million riders around the MENA region, with 18,000 drivers in the UAE making a trip since the launch using the Uber app, states the report.

When questioned about how Uber deals with the competition in the region, she promptly replied that they believe competition is healthy since it pushes companies to evolve and provide better services.

According to the report, the main challenge for her is people's personal cars. She says, "If we can get more people to use integrated transport systems, we will solve bigger challenges like road congestion and pollution—this is what we’re aiming for, globally and locally."

By Sumita Pawar