Lyft is targeting corporate travel market with premium services, bundling rides with airline and hotel partnerships

CEO David Risher is speaking with airline executives like United Airlines' Scott Kirby about bundling Lyft with corporate travel perks, such as pairing first-class seats with automatic upgrades to TBR chauffeur service (a European chauffeur service Lyft acquired for $110 million last year).

Lyft's strategy involves geographic expansion (the 'out' strategy) and appealing to higher-end customers (the 'up' strategy), as the company has recovered from $2 billion in annual losses three years ago and can no longer compete primarily on price.

Risher believes corporate travel is a logical entry point because hotels and airlines already compete fiercely for business travel dollars, and Lyft already works with many of these partners, creating a natural path to deepen those relationships.