In today’s episode of travel companies gaslighting customers, Uber has decided to reduce the rewards for Uber One members. That’s fair enough, I suppose… except for the fact that the company is claiming this is an improvement?!
In this post:
Uber reduces rewards for Uber One members
Uber has it Uber One subscription service, which costs $9.99 per month, or $96 per year (it’s also offered as a perk with select credit cards). For that, you receive perks like Uber credits with each ride, $0 delivery fees on select Uber Eats orders, etc.
Uber has just emailed Uber One members, to let them know that the 6% back on spending in the form of credits will be reduced to 5%. Here’s the email to members, as flagged by View from the Wing:
We’re always looking for new ways to improve Uber One, evolving what we offer based on what members value most. We’re making a few updates and want to share what’s changing.
In the coming weeks, eligible rides will start earning 5% Uber One credits instead of 6%. Credits can continue to be used on future rides and Uber Eats orders.
We’ve also recently introduced new member benefits that let you:
- Share your membership with family: Add one additional adult and teens from your household at no extra cost, so they can enjoy Uber One benefits too.
- Travel abroad with your benefits: Membership benefits apply in 45+ countries where Uber One is available.
- Unlock savings on hotels: Earn 10% Uber One credits on hotel bookings through Uber and get up to 20% off stays at select properties.
You’ll continue to get Uber One benefits including $0 Delivery Fee on eligible orders, Surge Savings on eligible rides, and other exclusive member benefits.
Why do travel providers have to outright lie to customers?
This change to Uber One is… whatever. I mean, I’m not happy to see rewards reduced, but it’s not the biggest deal in the world. What bothers me is how it’s communicated:
- The company claims it’s “always looking for new ways to improve Uber One,” so you’d think that means positive news will follow
- The email then goes on to state that “we’re making a few updates and want to share what’s changing,” even though the email only lists a single update, while referencing some updates that have been made in the past
- That intro about positive changes is then followed by news that rewards will be slashed
I just don’t understand marketing professionals who act this way. I just can’t imagine in what low regard these people must hold their customer base to think that this type of communication will be well received.
Some people might respond with “well what do you expect them to say?” I dunno, how about the truth? You don’t have to say “oh, we’re making the program worse,” but instead, just announce “the thing.” By all means tell people you’re making a change, and explain that you’re always looking to evolve the program and invest in what people value. But starting an email about bad news by making it sound like good news is just downright insulting.
Others might say “why even write about this, all companies do this?” Well, I wouldn’t say all companies do this, but yes, many do. My hope is that if companies keep getting blasted for this kind of behavior, maybe they’ll think twice about communicating this way in the future. Maybe that’s not realistic, but hey, one can dream, right?
Bottom line
Uber is reducing rewards for Uber One members from 6% to 5%. Obviously reducing rewards by 17% isn’t great news, but what I find even worse is how it’s being communicated.
The company starts the communication by telling members that the company is “always looking for new ways to improve Uber One, evolving what we offer based on what members value most,” and then the only new news in the email is about how rewards are being cut. C’mon, marketers and comms folks, do better!
What do you make of these Uber One changes?
Years ago, the company I worked for was having some profit issues with one of its divisions and reduced some staff. They sent out an announcement to employees and customers that started with..... "In order to improve customer service, we have decided to eliminate our customer service department."
I received the same message and had the same reaction. It's bad messaging for Uber, and people DO notice.
The more usual way to communicate a price increase or a product devaluation is to state it up front, possibly with a credible reason, and then remind the reader how great the product is and/or what an excellent value it remains.
Years ago, Southwest began revising restrictions on award ticket availability. The letter to...
I received the same message and had the same reaction. It's bad messaging for Uber, and people DO notice.
The more usual way to communicate a price increase or a product devaluation is to state it up front, possibly with a credible reason, and then remind the reader how great the product is and/or what an excellent value it remains.
Years ago, Southwest began revising restrictions on award ticket availability. The letter to Rapid Rewards members read something like this: Beginning on March 1, there will be no more blackout dates, AND there will be capacity controls. (Emphasis mine.) As if the use of "and" will make the reader think that capacity controls are a feature rather than a restriction.
It is an upgrade depending on your personal use case. People who spend more than 20% of their total Uber spend internationally (in the 45 countries, excluding their home country) would consider it an overall upgrade.
That was already available
To be fair, although they said they are always looking to improve Uber One, they did not say for whom. I do think that this improves Uber One for Uber, so they are not lying
Wonder how it would fly if I did less work for my employer and told them it was good news.
This is actually Bilt's fault. Bilt has yet to roll out its Blacklane benefit. Blacklane is being acquired by Uber. Now this. It all becomes clear now.
"Blacklane is being acquired by Uber."
Oh no. Is this true, Tom? I didn't hear that. Horrible horrible horrible news if true.
Blacklane itself itself issued a press release on March 30th. I've seen statements that this is what is hanging up Bilt's rollout of its Blacklane benefit. And, given Bilt's relationship with Lyft, Uber might be insisting Blacklane not move forward. So, as much as Bilt might want to move forward, it can't.
Remember to always have multiple uber accounts as they are a truly scummy company and will charge different accounts different prices based on if their metrics think the user will pay more. Iphone users, take an android for cheaper trips.
I've also noticed it takes considerably longer to get a driver these days as well. Uber isn't what it used to be.
Well, no. When drivers are paid less they notice it and do something else.
I use Uber and Lyft (and local cabs if necessary) depending on the fare offered. I rarely wait more than ten minutes and will sometimes cancel a ride if I'm told it'll take longer to get to me.
Use the tools you have.
"We’re always looking for new ways to improve Uber One..."
I'd like to see a spokesman promptly interrupted with "How does failure feel?"
[I'm not convinced regulation would help with this aside from improving notice periods.]
Why even change it at all? When you set the price you could just increase that and no one would even know because there's no logical reason for the pricing as it is.
Because everyone and their dog is price sensitive in 2026.
You act like they won’t do both. Reduce rewards and raise prices.
And BILT with reverse Midas touch once again.
Who really knows what you truly are getting with the cash back. When there are no published fare tables, 6% back or 5% "back" on a fare that is highly individualized means nothing
Nice picture of what looks like the 'Forrest Gump Point' ("I'm pretty tired. I think I'll go home now.") Mile Marker 13 on US-163 near Monument Valley in Utah... not sure you'd be able to get an Uber out there, but anything's possible.
Beware, using Uber in different countries the same day messes up the amex Uber benefit.
it cancels the USD payment from the morning and charges you again in local currency, where the USD cash balance is no longer available
"My hope is that if companies keep getting blasted for this kind of behavior, maybe they’ll think twice about communicating this way in the future."
The hope is not around "communication", they'll just silently cut benefits instead.
The hope is that companies stop doing these devaluations and cutting of benefits.
I spend about $1000 per year on Uber rides. This change will have a $10 effect on me. If that were it, would I care? But, by piggybacking on my Uber One, my wife doesn't need her own Uber One to receive 5% back on her rides. Which might be $10. For me, it's a wash. But, certainly, outrage will be expressed.
I got this email the other day as well and thought the same thing that you posted Ben. Uber has always offered a masterclass at lying like this, so while always disappointing, it’s never surprising.
Guest Willy? Huh. Ya know, if we had better regulations and enforcement, there would not be as much deceptive practices. (But, but... that'd be literal 'communism,' or so I'm told, repeatedly, by some folks...)