Uber will increase prices by 10 per cent for Londoners, in an effort to woo drivers back to the ride hailing platform, according to reports.
The blanket rise marks the first time Uber has raised its prices in London since 2017, according to the Evening Standard, which first reported the news.
Drivers were reportedly told about the increased prices, which come into effect today for Greater London, last night.
An additional 15 per cent charge will also be applied to trips to London airports at “peak times,” resulting in a 25 per cent jump altogether for airport trips.
Uber’s minimum fare in Greater London will rise from £5 to £5.50 as a result of the new fares.
The fare hikes follow complaints of longer wait times for customers who also face more cancellations by Uber drivers, who are in short supply after many taxi drivers ditched the struggling sector during the pandemic and lockdowns.
The shortage has also resulted in more frequent reports of “surge pricing” as there are more customers than available Uber riders.
While Uber has struggled to recover drivers, demand for taxis in the UK has increased by almost 20 per cent, as restrictions eased and theatres, pubs and clubs have re-opened.
Although the increased prices announced apply just to Greater London, the ride-hailing company has seen the highest demand outside the capital. In Nottingham, demand was up 40 per cent, double that of London.
Uber, which is expected to celebrate its billionth UK trip this year, would reportedly need around 20,000 more drivers to return to its normal levels of service.