Waymo has launched a loyalty program called Waymo Premier, offering perks to frequent robotaxi riders for $29.99 per month. Members can skip the virtual line, earn 10% cash back on trips, and get five free ride cancellations monthly. The program is part of Waymo's expansion in the U.S. and preparation for an international launch later this year.
The loyalty program could be the start of a new line of business for Waymo as it scales. The company's biggest partner, Uber, has built a sizable revenue-generator with its own program, Uber One. Waymo said it arrived at the $29.99 monthly price and accompanying perks after considering direct feedback from riders.
The Premier program may provide value beyond revenue generation, similar to airline loyalty programs. Rider data has shown that people are willing to pay more for Waymo robotaxis than for traditional ride-hail options.
