\u201cWe know that in regional communities, being able to get a ride on demand can make a huge difference in staying connected to friends, family and local businesses.\u201d<\/p>\n
However, some locals are sceptical about the viability of the service.<\/p>\n
Waiheke Island Tourism Inc chair Christina Hyde says it\u2019s \u201cvery difficult for international franchises to gain a footing\u201d on the island.<\/p>\n
Christina Hyde of Waiheke Island Tourism Inc is sceptical about Uber’s launch on the island. Photo \/ Peter Rees photography<\/p>\n
\u201cUber\u2019s tried to launch on Waiheke before, but last time, a few years ago, it was unsuccessful,\u201d Hyde told the Herald. <\/p>\n
\u201cNone of the local taxi drivers supported it and it wasn\u2019t a strong enough proposition to attract either drivers from the mainland or other people on the island into the business. So it will be interesting how it goes this time.\u201d<\/p>\n
Hyde believes seasonal work and tourism, the \u201cprotective\u201d nature of locals, and the costs of operating vehicles on the island will be major hurdles for Uber.<\/p>\n
\u201cIt\u2019ll be interesting to see how successful they are recruiting drivers on Waiheke. Waiheke\u2019s a very protective community and it\u2019s full of independent owner-operators.<\/p>\n
\u201cI think operating a vehicle on the island is very expensive. Waiheke has probably the highest petrol rates in New Zealand and, even with electric cars, it\u2019s still extremely expensive. And it\u2019s very seasonal work. So it would be very difficult for a new driver to be able to find full-time employment for a company like Uber.<\/p>\n
\u201cIt\u2019s a small-town, supportive atmosphere on Waiheke. It would be very hard for an outsider to break into that community.\u201d<\/p>\n
Uber trying to entice drivers to the island<\/p>\n
The Herald understands Uber is trying to entice drivers from Auckland to operate on the island \u2013 only accessible from the mainland by ferry \u2013 through incentives and better rates during its launch.<\/p>\n
Uber confirmed existing Auckland and local driver-partners can earn an extra $10 per trip on Waiheke Island, for up to 20 trips, until May 10.<\/p>\n
Uber also ran an advertising campaign targeting locals with a $1000 bonus for new drivers when they complete 20 trips in 90 days, with call-outs to potential drivers to meet company representatives at Waiheke Ostend Market this month.<\/p>\n
Existing Auckland customers can save up to $20 for one trip on the island until May 12.<\/p>\n
Uber declined to answer questions from the Herald about the number of drivers currently signed up to work and the previous unsuccessful attempt to launch on the island.<\/p>\n
Hyde, whose organisation also acts as the industry body for transport operators on the island, says local businesses aren\u2019t concerned about Uber\u2019s arrival.<\/p>\n
\u201cI\u2019ve spoken to a few of our transport operator members and they\u2019re not too concerned about it. I think they have very strong connections already within the community and with other businesses in the community.<\/p>\n
\u201cThey also offer as competitive rates as possible, given the economic climate on Waiheke. And they\u2019re not concerned because they\u2019re already working to the max over that seasonal period, so they don\u2019t expect that to change. It will just be interesting if Uber does manage to recruit permanent drivers for the island.\u201d<\/p>\n
Uber has launched in several new regions across the country, including Waiheke Island. <\/p>\n
In its press release, Uber said, as it establishes itself, \u201cthe platform will continue to welcome local driver-partners\u201d.<\/p>\n
\u201cFor those who choose to drive on Waiheke Island, it offers a way to earn that can fit around the pace and rhythm of daily life here, whether that\u2019s work, study or family commitments,\u201d Foley added.<\/p>\n
\u201cIt\u2019s about locals helping locals get where they need to be.\u201d<\/p>\n
Will Uber help boost tourism and the local economy?<\/p>\n
Uber claims to have contributed $1.5 billion to the New Zealand economy in 2024, including $67 million in tourism spend and $260m in value from flexible work, based on its own economic impact report.<\/p>\n
However, Hyde says she doesn\u2019t believe Uber will affect tourism numbers.<\/p>\n
\u201cIn terms of tourism numbers, I don\u2019t see Uber as a drawcard for tourists. It can certainly support tourists when they\u2019re here, but I don\u2019t think it will really have an impact on tourism numbers.\u201d<\/p>\n
Rory Dunleavy, general manager of local vineyard Te Motu and Waiheke Winegrowers Association chair, is cautiously optimistic about Uber\u2019s arrival.<\/p>\n
\u201cI would say I think it could be a great thing for our guests and sort of cautiously welcome it,\u201d he told the Herald.<\/p>\n
\u201cWe often see, from a guest experience, there comes a point in the evening, even for locals, where you can\u2019t get a taxi to pick up.<\/p>\n
\u201cI feel like a lot of locals and businesses would welcome there being more competition and platforms where you might be able to book a ride home at a late hour.<\/p>\n
\u201cThere have been some fantastic taxi operators, but \u2026 it sort of does feel like a bit of the Wild West at times.\u201d<\/p>\n
Te Motu is a vineyard in Onetangi, Waiheke Island. Photo \/ Babiche Martens<\/p>\n