Photo by Amelia Holowaty Krales / The Verge
Uber is rolling out a new feature that lets customers book a ride 30 days in advance called (you guessed it) Uber Reserve.
In some respects, this isn’t entirely new. Uber has been letting customers schedule rides in advance since 2016. Lyft also allows customers to book rides as much as seven days ahead of time. But now, the feature is getting a new brand name, some notable tweaks to how drivers are connected with riders, and a service fee to incentivize drivers to accept these advance bookings.
Booking a car ahead of time has typically been the exclusive realm of for-hire vehicle services like black car and limo companies. Previously, Uber and Lyft, which place a huge premium on efficiency, have said such features are unnecessary when…