As many party-goers prepare for a night out to usher in the New Year, global taxi giant Uber said that patrons can expect to pay more on New Year’s Eve. Uber announced this week that when the demand is higher the prices go up.
According to Uber, this dynamic pricing will encourage more drivers to get out on the road to serve people during the festive season which is the busiest time for them.
“When fares are higher due to dynamic pricing, you’re notified by the upfront fare before requesting a ride. When you book a plane ticket or hotel room you know the price before you buy it. We see this as the right approach for Uber,” the company said on Twitter.
Uber’s announcement caused a social media storm with many lambasting the taxi giant for raising the prices for no valid reason.
@Uber_Support check how much an Uber would cost twice in less than 2min & you guys raised the price higher for no reason!
— jennifer. (@Xiomara_xoo) December 25, 2017
Surge that claims to end but then regular price is eleven dollars higher than i usually pay. @uber
— Lvcipurr (@avianisdead) December 26, 2017
@uber_rsa your Dynamic pricing encourages a +480% (R181 to R791,48) increase after a fee has been accepted?
— Zikhona Madlingozi (@BlackReign007) December 25, 2017