[THE INVESTOR] US-based ride-hailing service provider Uber on Aug. 21 introduced a new feature UberTrip in Korea, tapping into the country’s tourism market. 

The service allows passengers to use UberBlack, a premium taxi-hailing service, for five to 12 hours at a flat rate, and travel to any destination while making several stops. 

“UberTrip will provide a convenient and safe ride for passengers who are traveling or on a business trip that wish to visit multiple places within a limited time frame,” Uber Korea said in a statement. “It will also guarantee our driving partners with reduced downtime and a stable flow of income through long-distance services, making a breakthrough for UberBlack.”

The new feature is slightly different from Uber’s traditional services, that charged passengers based on time and distance reserved mostly for single destination. UberTrip -- which was first introduced in the Indonesian island Bali last November -- is expected to accommodate the growing number of tourists in the country, according to a spokesperson for Uber Korea. 

It costs 120,000 won (US$105.31) for five hours and charges 400 won per additional minute afterward. If the trip exceeds 100 kilometers, the users have to pay 1,000 won per kilometer. Parking and toll fees are charged in addition. 

Uber has been seeking to widen its footprint in Korea, following a failed attempt to expand its flagship car-sharing service in the country due to stiff resistance from local taxi drivers. 

Earlier this month, it opened restaurant delivery app UberEats, eying to take a slice of the country’s competitive food delivery market. It has partnered with over 200 restaurants across Seoul, with the service currently available in Itaewon and Gangnam only.

By Ahn Sung-mi (sahn@heraldcorp.com)