Uber has always wanted to be more than a ride; now it has reason to hurry

Uber is expanding beyond rides into hotel booking, shopping, and other services to build a broader super app.

The company is using Expedia for hotel bookings, with planned integrations for Vrbo rentals and OpenTable reservations.

A new shopping feature will let users buy items from outside merchants, helping keep more activity inside Uber.

The push is designed to strengthen Uber One, raise loyalty, and compete with other super-app efforts in the U.S.