Carey’s New CEO Bets on AI and Hospitality to Win Back Elite Travelers from Uber and Lyft

Carey’s New CEO Drives a Shift Toward Intelligent Luxury

Carey, a leader in luxury ground transportation, is repositioning itself under new CEO Alex Mirza to meet the challenges posed by ride-sharing services like Uber and Lyft. Mirza, who took the helm recently, plans to move Carey beyond its traditional image as a service used only for special occasions. His vision focuses on attracting younger customers and expanding into everyday executive travel.

Reimagining the Business with AI and Personalization

Central to Mirza’s strategy is the integration of AI to create what he calls "intelligent luxury." This means leveraging technology to personalize the customer experience and offer services that resonate with a broader audience. Carey aims to go beyond just providing rides by matching passengers with chauffeurs tailored to their preferences and trip needs.

Mirza brings a diverse background from hospitality, entertainment, and technology sectors, which informs his approach to blending premium service with innovation. His experience includes leadership roles at major hotel brands and the facilitation of significant mergers in the entertainment industry.

Investing in People – The Core Advantage

Carey’s strength lies in its experienced and loyal drivers. Unlike many ride-sharing platforms, Carey invests heavily in driver compensation and benefits, resulting in an average chauffeur tenure of twelve years. This stability supports high customer satisfaction and repeat business, which Mirza plans to build on by reintroducing a loyalty program.

Mirza emphasizes that managing human talent effectively will remain a cornerstone of Carey’s success. The company’s chauffeurs offer a level of discretion and professionalism that customers expect, especially in sensitive business and high-profile contexts.

Technology as a Growth Engine

To modernize its platform, Carey will launch a new AI-driven system designed to enhance the customer experience. This platform will enable clients to select preferred drivers, a shift from the typical anonymous booking process. Additionally, AI will be used to rank chauffeur performance and tie compensation to service quality, ensuring consistency across the fleet.

Carey may also partner with ride-sharing or travel booking sites, but will maintain control by deploying its own vetted drivers, preserving brand integrity. This selective approach balances accessibility with exclusivity.

Expanding Market Focus and Services

Carey’s expertise in managing transportation for major events like the Super Bowl and NBA games positions it well to grow its event business. Moreover, the company plans to leverage its rigorous vetting and security clearances to meet rising demand for executive protection services.

The company is broadening its reach into technology firms, healthcare, and small businesses, while continuing to serve law firms, financial services, and entertainment clients. This diversification aims to stabilize revenue streams beyond one-off consumer rentals.

Challenges Ahead

The luxury ground transportation market has seen multiple attempts at tech-led transformation, with companies like Blacklane expanding internationally using similar service models. Mirza differentiates Carey by emphasizing its premium positioning, likening it to the difference between Airbnb and Four Seasons.

Looking further ahead, autonomous vehicle technology from companies such as Tesla and Waymo could reshape passenger expectations and labor dynamics. Mirza plans to involve drivers and regional managers in innovation efforts, rather than relying solely on corporate directives.

For corporate clients and executive assistants, the message is clear: Carey's commitment to discretion, safety, and hospitality remains firm, supported by new technology to improve efficiency and customer satisfaction.

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