Almost everyone who uses taxis in the UK is familiar with the question of why the price of a journey in the app is sometimes higher than expected. Just a couple of minutes ago, you could have travelled for a notional £15, but suddenly the screen shows £24-25. The route seems to be the same, and the car is the same, but the price is different. What is going on?
What is surge pricing
In simple terms, it is a dynamic price. When there are a lot of orders in a certain area and few cars, the system raises the fare to encourage drivers to go there. It sounds logical, but it is not always pleasant for the passenger: you are on your way home, and the price has risen by almost a third.
And the situation can change in a matter of minutes. You’re standing near Manchester Central Station on a Friday evening, and demand is so high that prices are skyrocketing. But walk a couple of blocks away, and the numbers are already different.
When are rides cheaper?
To be honest, there is no clear answer. But there are observations that work almost every time:
- Weekday mornings. Around 10-11 a.m., when the morning rush hour is over, fares are usually reasonable.
- After lunch until 4 p.m. At this time, traffic has stabilised, but the evening wave of orders has not yet begun.
- Late evening on weekdays. Unless it’s Friday, after 9 p.m. rides are often cheaper than during the day.
- Small towns. In London, prices fluctuate more often, in Glasgow or Liverpool – less often.
But, of course, it all depends on the specific situation: concerts, football matches, weather. In London, heavy rain in the evening means that fares rise instantly.
How to avoid overpaying
Let’s be honest: there is no foolproof method. But there are a few practical steps that will help you save money:
- Wait 10-15 minutes. Often, the system ‘cools down’ on its own and the price returns to normal.
- Change your pick-up point. Sometimes it’s enough to walk 200-300 metres away from a crowd of people, and the app will show a reasonable price.
- Compare different services. Uber isn’t always the cheapest option. Bolt, FreeNow or local apps may be cheaper at that moment.
- Plan your trip in advance. Some apps allow you to select ‘book for a specific time’.
If you know you are leaving for the airport in the morning, it is better to make a reservation in the evening – the fare will be stable.
Life hacks that really work
Based on personal experience and passenger reviews, we can highlight a few tricks. First, don’t order a car at exactly 5:30 p.m., when everyone is finishing work. Move your departure time back by at least 20 minutes, and the price may drop.
Second, look at the app’s map. If you see red zones, this is a sign of high demand. Sometimes it’s easier to walk to a neighbouring area.
Thirdly, the weather. It may seem obvious, but heavy rain or snow always signals a fare increase. If you can wait until the rain stops, your trip will be cheaper.
What tourists should consider
You arrive at Heathrow at night, open the app, and see prices that make your hair stand on end. In this situation, you can:
- walk to the Heathrow Express station and take the train to the city centre;
- call a taxi not immediately upon arrival, but after waiting 15-20 minutes;
- check the fares in advance and consider a hotel transfer.
This topic is especially important for visitors to the country.
Differences between areas
Taxi prices in the UK can vary significantly even within the same city. In central London, fares are almost always higher in the evening than in the suburbs. There is a constant flow of people, tourists and business centres, so demand is consistently high. In the suburbs or residential areas, however, prices may be lower in the evening than in the morning.
There is a logic to this: in the morning, people travel to the centre for work, there are not enough cars, and the fare increases. In the evening, not everyone travels back to the residential areas at the same time, and it is easier for the service to distribute orders.
The difference between services
Competition is fierce in the UK, which works in passengers’ favour. For example, Uber may charge a higher fare, while Bolt maintains its base rate. FreeNow sometimes offers promo codes that are too good to pass up.
Some users keep 2-3 apps on their phone and simply compare them. Yes, it takes an extra minute, but the savings can be significant – £5-10 per trip.
Why it’s better to pay by card
There is another point that is rarely mentioned. When a trip is paid for by card, it is easier for the service to adjust the cost. If the price suddenly drops (it does happen), the difference is refunded more quickly. Plus, many cards offer cashback or miles for trips, which is also a nice bonus.
Cash, on the other hand, is not always convenient. This is especially true for tourists: drivers in the UK are not always happy to accept large notes, and giving change can be a problem.
A brief summary
Surge pricing is something you have to put up with. But if you know the basic principles, you can save quite a lot of money. The main thing is not to panic when the app suddenly shows a higher price. Most often, it is temporary.