Lyft is creating a new brand to target the business travel market.

This department, named Alcove, will combine the new corporate travel services with those of TBR Global Chauffeuring in the UK. Lyft acquired the latter last year for a transaction amount of approximately 110 million US dollars.

Lyft CEO David Risher stated in a statement on Thursday that Alcove will provide “the highest level of service” and “excellent drivers”.

He said, "Prefer walking on bridges over tunnels? Like temperatures of 72 degrees Fahrenheit? Want the rear window to be slightly open? That's the service that Alcove will provide."

In March this year, Uber launched its own similar service, named Elite. The company stated that this is a service similar to black luxury limousines, "designed specifically for executives, frequent travelers, and passengers seeking a more premium experience." In the same month, Uber also acquired the Berlin-based driver service company Blacklane.

In the announcement of Alcove, Lyft stated that the global driver shuttle service market is worth "billions of dollars".

Lyft indicates that Alcove will initially cooperate directly with enterprises and travel management companies. The company stated that it plans to officially launch this new brand next year by introducing a new portal and a mobile app.

Author:Alex Bitter