Grab Thailand is advancing into the premium market by revamping the image of its service “GrabCar Premium.” The company has partnered with two leading lifestyle brands, Spotify and Chol Aromatique, to elevate the travel experience under the concept “The Ultimate 5 Senses Experience: A Tangible Impression.” This initiative aims to create a unique atmosphere for every journey through all five senses, targeting urban lifestyle customers, office workers, and international tourists seeking premium and special travel experiences.

Mr. Phanomkorn Jiraseththiraphong, Marketing Director of Grab Thailand, stated, “The premium market is a significant segment with high potential and is one of our main strategies to drive growth for Grab's mobility services this year. As the COVID-19 situation has begun to ease since late last year, along with the benefits of reopening the country to welcome international tourists, we have clearly seen a growth trend in travel services, especially in the premium segment. GrabCar Premium has seen a user growth of over 30% in the fourth quarter of 2022 compared to the previous quarter.”

“Grab has been offering GrabCar Premium in Thailand since 2019, and it has gained immense popularity among premium users, both Thai and foreign, particularly those who prioritize image and special experiences over price. This service meets the needs of users in three main areas: traveling in larger vehicles with space for luggage, such as trips to the airport or golf courses; traveling for special occasions to create credibility, such as attending important events or business meetings; and making a good impression on important people, such as picking up someone special we care about.”

To enhance the uniqueness of the GrabCar Premium service this year, Grab has revamped its image through the concept “The Ultimate 5 Senses Experience: A Tangible Impression,” collaborating with two key partners, leading lifestyle brands Spotify and CHOL Aromatique, to offer a special experience through all five senses for users, which includes:

  • Sound: Enjoy beautiful music during your journey with three special playlists from Spotify designed exclusively for GrabCar Premium users, creating a smoother atmosphere for every trip. These include the playlists ‘Chill Thai Tunes,’ ‘Listen All the Way,’ and ‘Spread the Cheer.’ Additionally, GrabCar Premium users will receive a one-month free trial of Spotify Premium* by simply claiming the offer on the Grab Rewards page.
  • Smell: Experience soothing scents throughout the journey with five classic essential oil fragrances from CHOL Aromatique, allowing users to relax with pure natural aromas, including Stress Killer, Hype Boost, Love Attack, Rest Is More, and Life Flow.
  • Taste: Savor deliciousness with food ordering services from GrabFood, where GrabCar Premium users will receive a special discount code of 25%** up to 50 baht for orders through the Self Pick-Up service.
  • Visual: Be impressed by the new appearance of GrabCar Premium drivers, who have elevated their dress standards to a Smart Casual look through special training on service standards, along with maintaining the cleanliness of vehicles and cabins at all times.
  • Touch: Experience comfort in spacious sedan vehicles that offer more passenger space and luggage capacity than standard cars, enhancing convenience for every journey.

“Additionally, Grab has organized The Ultimate 5 Senses Experience event to officially present the new image of GrabCar Premium. This event will simulate a space in the Silom Edge shopping center to showcase the impressive experience of using the newly revamped GrabCar Premium service through an Immersive Experiential Mini Exhibition, allowing everyone to enjoy all five senses. Activities include a music booth where attendees can listen to playlists from Spotify and a mini garden filled with flowers and plants for everyone to experience the scents of various aromas from Chol Aromatique. There will also be special workshops for participants to create their own signature fragrances during the event from April 20 to 22,” Mr. Phanomkorn concluded.

Experience the premium service of GrabCar Premium and follow additional promotional details at www.grab.com/th/blog/thenewpremium2023.

Grab Expands into the Premium Market, Revamps GrabCar Premium Image to Impress Through the 5 Senses

Mr. Phanomkorn Jiraseththiraphong, Marketing Director of Grab Thailand, and a representative of GrabCar Premium drivers

Grab Expands into the Premium Market, Revamps GrabCar Premium Image to Impress Through the 5 Senses

Special Playlists from Spotify