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On Croatia’s Coast, Uber Takes Its Ride-Hailing App to the Seas On Croatia’s Coast, Uber Takes Its Ride-Hailing App to the Seas
(about 11 hours later)
SPLIT, Croatia — Checking Google Maps during a sun-baked holiday on the Dalmatian Coast, K. J. Gunnarsson and Eydis Osk, a couple from Iceland, happened upon an ad for something called UberBOAT. Soon they were enjoying a private three-hour cruise complete with snacks, drinks and sparkling turquoise water.SPLIT, Croatia — Checking Google Maps during a sun-baked holiday on the Dalmatian Coast, K. J. Gunnarsson and Eydis Osk, a couple from Iceland, happened upon an ad for something called UberBOAT. Soon they were enjoying a private three-hour cruise complete with snacks, drinks and sparkling turquoise water.
The couple enjoyed the jaunt but, back on shore, were stunned at the price tag: 2,300 Croatian kuna, or almost $370.The couple enjoyed the jaunt but, back on shore, were stunned at the price tag: 2,300 Croatian kuna, or almost $370.
“We didn’t know what we were getting ourselves into, really,” said Mr. Gunnarsson, a flight engineer. “It was our fault not to look into it more deeply.”“We didn’t know what we were getting ourselves into, really,” said Mr. Gunnarsson, a flight engineer. “It was our fault not to look into it more deeply.”
Uber, the embattled global ride-hailing business whose chief executive was forced to resign amid allegations of a workplace culture that fostered discrimination and sexual harassment, is taking to the sea in one of several experiments with new services.Uber, the embattled global ride-hailing business whose chief executive was forced to resign amid allegations of a workplace culture that fostered discrimination and sexual harassment, is taking to the sea in one of several experiments with new services.
Most people know Uber for having upended taxi service in more than 600 cities around the world. But UberEATS now delivers food in 100 places (whose residents can pay for it with their Uber Debit Card). Companies can arrange transportation for customers and clients via Uber Central. Uber Movement provides rider data to urban planners.Most people know Uber for having upended taxi service in more than 600 cities around the world. But UberEATS now delivers food in 100 places (whose residents can pay for it with their Uber Debit Card). Companies can arrange transportation for customers and clients via Uber Central. Uber Movement provides rider data to urban planners.
UberBOAT began in late June in the luminous archipelago of Croatia’s tourist-choked islands. Uber has previously run boat services around specific events in Miami, Istanbul and Cannes, France — where it also flew helicopters for the last three film festivals — but company officials said the Croatia service was the first attempt at an ongoing marine presence.UberBOAT began in late June in the luminous archipelago of Croatia’s tourist-choked islands. Uber has previously run boat services around specific events in Miami, Istanbul and Cannes, France — where it also flew helicopters for the last three film festivals — but company officials said the Croatia service was the first attempt at an ongoing marine presence.
Davor Tremac, Uber’s general manager for Southeast Europe, declined to provide specific revenue and ridership figures for UberBOAT, saying only that “several hundred people” used the service in its first six weeks. Depending on the success in Croatia, he said, boat service could soon be available in Greece, Spain, Thailand and the Caribbean.Davor Tremac, Uber’s general manager for Southeast Europe, declined to provide specific revenue and ridership figures for UberBOAT, saying only that “several hundred people” used the service in its first six weeks. Depending on the success in Croatia, he said, boat service could soon be available in Greece, Spain, Thailand and the Caribbean.
Visitors to the Croatian coast can access the boats through the Uber app. Customers can choose from a menu of one way, point-to-point trips, or opt for an “adventure,” which essentially means renting craft and crew for a cruise whose destination and duration are up to the client.Visitors to the Croatian coast can access the boats through the Uber app. Customers can choose from a menu of one way, point-to-point trips, or opt for an “adventure,” which essentially means renting craft and crew for a cruise whose destination and duration are up to the client.
Mr. Tremac said that there were usually about 60 skippers online, waiting for customers, and that the goal was to have boats meet customers within 15 minutes of all requests. He would not say how often that goal had been met.Mr. Tremac said that there were usually about 60 skippers online, waiting for customers, and that the goal was to have boats meet customers within 15 minutes of all requests. He would not say how often that goal had been met.
Recent figures show Croatia attracting 16 million tourists a year, mostly in July and August. There are regular ferry services to the most popular of its 1,200 islands, like Hvar and Brac, and a flotilla of boats for rent or for set tours can be found along the harbor front in Split and other coastal resorts.Recent figures show Croatia attracting 16 million tourists a year, mostly in July and August. There are regular ferry services to the most popular of its 1,200 islands, like Hvar and Brac, and a flotilla of boats for rent or for set tours can be found along the harbor front in Split and other coastal resorts.
Uber is aimed at people who want a more personalized, on-demand service — and are willing to pay for it. UberBOAT is aimed at people who want a more personalized, on-demand service — and are willing to pay for it.
For example, a one-way Uber trip to Hvar from Split on an eight-seat boat cost 2,600 kuna (about $416, or $52 per person); ferry tickets run about $16. Uber Adventures cost a minimum of 330 kuna (about $53) plus $5.75 per kilometer and 50 cents per minute.For example, a one-way Uber trip to Hvar from Split on an eight-seat boat cost 2,600 kuna (about $416, or $52 per person); ferry tickets run about $16. Uber Adventures cost a minimum of 330 kuna (about $53) plus $5.75 per kilometer and 50 cents per minute.
Uber will also take visitors directly from Split’s waterfront airport to Hvar, about an hour’s journey, for about $480 for up to eight passengers, or $600 for up to 12. That would replace a half-hour $35 taxi ride from the airport to the line for the $16 ferry — where the wait for the next boat can be up to four hours and the water journey itself lasts two hours. UberBOAT will also take visitors directly from Split’s waterfront airport to Hvar, about an hour’s journey, for about $480 for up to eight passengers, or $600 for up to 12. That would replace a half-hour $35 taxi ride from the airport to the line for the $16 ferry — where the wait for the next boat can be up to four hours and the water journey itself lasts two hours.
Mr. Tremac said the service was for people more concerned about saving time than money, noting that tourists spend an average of three and a half days in the area.Mr. Tremac said the service was for people more concerned about saving time than money, noting that tourists spend an average of three and a half days in the area.
“It’s more of a premium service,” he said. “It’s not for everybody.”“It’s more of a premium service,” he said. “It’s not for everybody.”
It is not for all skippers, either. Peter Van Pelt, 42, who operates 10 boats through Waterworld Croatia, decided not to sign up after three meetings with Uber.It is not for all skippers, either. Peter Van Pelt, 42, who operates 10 boats through Waterworld Croatia, decided not to sign up after three meetings with Uber.
“It’s easy to drive an Uber car from point A to B,” he said. “There are more risks on the sea. I’m scared they’re going to get these local guys with no experience to work for them.”“It’s easy to drive an Uber car from point A to B,” he said. “There are more risks on the sea. I’m scared they’re going to get these local guys with no experience to work for them.”
Mr. Tremac said skippers must have the license Croatia required of yacht captains, $1 million in insurance and a boat with at least a 150-horsepower engine and 25-knot cruising speed.Mr. Tremac said skippers must have the license Croatia required of yacht captains, $1 million in insurance and a boat with at least a 150-horsepower engine and 25-knot cruising speed.
When UberBOAT quietly went live on June 28, Mr. Tremac said, he and his colleagues “sat back and waited to see how long it would take” for the first customer to order a boat.When UberBOAT quietly went live on June 28, Mr. Tremac said, he and his colleagues “sat back and waited to see how long it would take” for the first customer to order a boat.
About 20 minutes. There was a request for a transfer to Brac from Split, a trip of about 45 minutes, then one to Brac from Dubrovnik, 120 miles away.About 20 minutes. There was a request for a transfer to Brac from Split, a trip of about 45 minutes, then one to Brac from Dubrovnik, 120 miles away.
The service started with four routes and has expanded to 30, based on customer demand.The service started with four routes and has expanded to 30, based on customer demand.
“We have people out on their sailboats arranging for UberBOAT to pick up their friends at the airport and bring them out to the boat,” Mr. Tremac said.“We have people out on their sailboats arranging for UberBOAT to pick up their friends at the airport and bring them out to the boat,” Mr. Tremac said.
Uber has stirred controversy almost everywhere it has surfaced, pushing the envelope in dealing with law enforcement and using a software tool called Greyball to deceive authorities.Uber has stirred controversy almost everywhere it has surfaced, pushing the envelope in dealing with law enforcement and using a software tool called Greyball to deceive authorities.
In Croatia, where Uber hit the road in 2015, taxi owners in Zagreb have begged the government to outlaw the company, while Uber’s drivers have complained of repeated attacks. In Dubrovnik, Uber drivers have been accused of attacking taxis. Taxi drivers staged protests in Split, Zagreb and Dubrovnik last month that clogged the cities’ streets.In Croatia, where Uber hit the road in 2015, taxi owners in Zagreb have begged the government to outlaw the company, while Uber’s drivers have complained of repeated attacks. In Dubrovnik, Uber drivers have been accused of attacking taxis. Taxi drivers staged protests in Split, Zagreb and Dubrovnik last month that clogged the cities’ streets.
There have not yet been similar flare-ups on the shoreline.There have not yet been similar flare-ups on the shoreline.
Damir Djelmic, 43, owns a pair of rigid-hulled inflatable boats capable of carrying 12 passengers each, and employs four skippers, offering both group excursions and point-to-point trips from Split’s harbor. He decided to sign up with Uber as a way of filling idle hours.Damir Djelmic, 43, owns a pair of rigid-hulled inflatable boats capable of carrying 12 passengers each, and employs four skippers, offering both group excursions and point-to-point trips from Split’s harbor. He decided to sign up with Uber as a way of filling idle hours.
Unlike Uber’s land service, UberBOAT pays skippers for online waiting time, though that could change if enough sign up to ensure there are enough boats on duty to meet customer demand. So, Mr. Djelmic figures, he can take passengers to Hvar, and wait a few hours to see if anyone wants to go the other way. A return customer is like found money; if no one appears, the waiting fees are enough to offset fuel and labor costs.Unlike Uber’s land service, UberBOAT pays skippers for online waiting time, though that could change if enough sign up to ensure there are enough boats on duty to meet customer demand. So, Mr. Djelmic figures, he can take passengers to Hvar, and wait a few hours to see if anyone wants to go the other way. A return customer is like found money; if no one appears, the waiting fees are enough to offset fuel and labor costs.
If UberBOAT continues next summer, he said, he might buy more boats and dedicate one or more exclusively to the service.If UberBOAT continues next summer, he said, he might buy more boats and dedicate one or more exclusively to the service.
Uber Croatia has grown to about a dozen employees from four a year ago, including people who monitor weather for sea safety. “On the road, if it’s raining, our demand spikes,” Mr. Tremac said. “On the water, you basically have to shut down.”Uber Croatia has grown to about a dozen employees from four a year ago, including people who monitor weather for sea safety. “On the road, if it’s raining, our demand spikes,” Mr. Tremac said. “On the water, you basically have to shut down.”
Uber’s worldwide app lacked the flexibility to showcase adventure itineraries, so the Croatia branch added a menu of sample trips and estimated costs to its online site.Uber’s worldwide app lacked the flexibility to showcase adventure itineraries, so the Croatia branch added a menu of sample trips and estimated costs to its online site.
That would have been appreciated by Mr. Gunnarsson, the Icelandic flight engineer who had a bit of sticker shock after his three-hour tour.That would have been appreciated by Mr. Gunnarsson, the Icelandic flight engineer who had a bit of sticker shock after his three-hour tour.
He and Ms. Osk, both 27, said they had a wonderful time. They went to a spectacular spot known as the Blue Lagoon, and the captain even let them steer, briefly.He and Ms. Osk, both 27, said they had a wonderful time. They went to a spectacular spot known as the Blue Lagoon, and the captain even let them steer, briefly.
The private tour cost nearly triple what the couple would have paid at one of the kiosks along the Split waterfront to join a group for a half-day trip to the same lagoon. Still, Mr. Gunnarsson said, it was nice to have their own captain and set their own course.The private tour cost nearly triple what the couple would have paid at one of the kiosks along the Split waterfront to join a group for a half-day trip to the same lagoon. Still, Mr. Gunnarsson said, it was nice to have their own captain and set their own course.
“We would definitely do it again,” Mr. Gunnarsson said. “If the price was better.”“We would definitely do it again,” Mr. Gunnarsson said. “If the price was better.”