Adding a new dimension to its diversified portfolio, Uber Technologies Inc. (NYSE: UBER) has launched hot air balloon rides in Turkey's Cappadocia region.
What Happened: According to a Business Insider report, the new service from Uber requires passengers to book 12 hours in advance using Uber's Reserve feature. For $159, passengers can enjoy a 1.5-hour sunrise balloon ride over the stunning volcanic landscape of Cappadocia. The service is available until November 19.
This move is consistent with Uber's aim to evolve beyond a ride-hailing service, as stated by CEO Dara Khosrowshahi in 2019. The company already offers diverse services such as boat rides in London and Mykonos, tuk-tuks in Sri Lanka and India, and helicopter rides in New York.
Cappadocia, a major tourist hotspot in Turkey known for its volcanic and ancient sites, attracts approximately 10% of Turkey's foreign visitors. Turkey's international tourism has seen a 30% increase in 2023, with nearly 26 million people using the Uber app. Despite these achievements, Uber's stock value remains below its peak in 2021.
Why It Matters: The launch of the hot air balloon service in Cappadocia is the latest in a series of moves by Uber to diversify its offerings and expand its customer base. This is in line with Khosrowshahi's aspiration for Uber to become an "operating system for your everyday life".
The company recently introduced a feature on Uber Eats that allows customers to order from two nearby stores simultaneously, further enhancing its service range and customer convenience.