Lyft Launches Alcove Luxury Brand for Corporate Travel
Lyft is launching a luxury chauffeuring brand called Alcove early next year to target high-end corporate travel and VIPs.
Lyft will launch a luxury chauffeuring brand called Alcove early next year, targeting C-suite executives, VIPs, and high-end corporate travel. The service aims to capture a fragmented market that CEO David Risher says is currently served by small businesses using outdated technology and lacking scale.
Alcove will integrate and expand TBR Global Chauffeuring, a Glasgow-based provider Lyft acquired last year for $110 million. The brand will offer high-touch amenities, including drivers who coordinate meeting delays and assist with wardrobe mishaps. Risher expects the venture to eventually become a multi-billion dollar business, with plans to expand into live entertainment events such as the Super Bowl.
The move mirrors a recent strategy by Uber Technologies, which acquired the chauffeur service Blacklane to grow its own corporate offerings. While both ride-hailing giants are integrating autonomous vehicles into their broader platforms, Risher maintains that the luxury corporate segment will continue to prefer human drivers for personalized service.
