Lyft Unveils Alcove, New Global Chauffeur Brand Set to Launch in 2027

Lyft, Inc. has announced Alcove, a new brand that will pair world-class, high-touch service with experienced teams and new technology that make corporate ground transportation easier to book and manage.

In addition to current TBR Global Chauffeuring customers, Alcove will serve new corporate travel programmes, bookers, and passengers around the world, which is expected to bring incremental Gross Bookings and strong margins to Lyft.

High touch meets high tech

Building on TBR's existing expertise, Alcove will support complex and high-profile trips, including VIP travel, events, and journeys involving multiple vehicles or extended bookings.

In early 2027, Alcove will debut a new portal to make booking and managing trips easier; initially the portal will be open to managed business account customers, with self-service access and a mobile app to follow later in the spring. Additionally, Alcove will continue to support customers through experienced service teams and other channels, including direct corporate and travel management company (TMC) relationships.

Expanding Lyft's premium mobility capabilities

Alcove marks another step in Lyft's expansion, extending the company's reach into a global chauffeur market worth tens of billions of dollars. While Alcove will be a separate brand, Lyft Business customers will also be able to access its services.

“Lyft is moving up and out, creating customer-obsessed products up and down the value chain and in more places around the world. Alcove supercharges that strategy,” said Lyft CEO David Risher. “Great chauffeurs go above and beyond, and with Alcove, we are excited for more people to experience the highest levels of service. Like the bridge instead of the tunnel? Prefer 22 degrees? Want the rear window open just a bit? That’s what Alcove will offer.”

Making global ground transportation easier to manage

Global Business Travel Association research highlights the challenges of managing global corporate travel programmes:  61% of travel buyers say managing travel across regions is challenging, while only 12% have a consolidated view of their programme from a single data source1. Alcove aims to give programme managers greater visibility and control, bookers confidence that trips can be reliably managed, and passengers a premium experience built around their needs.  

Alcove brings together TBR’s established service network across six continents and Lyft’s experience in executing one billion trips a year. Since Lyft acquired TBR, the business has grown rapidly, recording its best-ever quarter in Q2 2026. 

Current TBR customers will continue working with the same teams as the business transitions to the Alcove brand. Services including 24/7 support, VIP travel, complex and high-profile trips, major event logistics, and security-sensitive transportation will continue, with further capabilities introduced as Alcove develops.

Further details about Alcove, including its technology, full service offering, and launch plans, will be announced in early 2027. There will be no impact to Lyft’s Q3 or Q4 2026 results.