Grab Thailand reinforces its position as the No.1 ride-hailing and food delivery platform [1], highlighting key business achievements for 2024 and announcing its strategic direction for 2025 under the vision “Lead with Purpose.” This vision is anchored in five key pillars, collectively known as S.M.A.R.T, which stands for Sustainability, Market Expansion, Affordability, Retention, and Tech & Innovation.

Chantsuda Thananitayaudom, the newly appointed Country Head of Grab Thailand, commented, “2024 was a standout year for Grab Thailand, marked by strong business performance and significant achievements while maintaining its position as the No. 1 trusted brand among users for both ride-hailing and delivery services. Key highlights include advancements in our Mobility business, where we continued to support the government’s agenda to promote Thai tourism through various initiatives. These include opening designated pick-up and drop-off areas at four major airports, launching multiple campaigns in partnership with the Tourism Authority of Thailand to promote tourism among both domestic and international travelers—particularly in secondary cities—expanding service areas, and establishing a Tourism Taskforce in collaboration with business alliances to attract international visitors to Thailand. As a result, the number of tourist rides grew by 138%[2].”

“As an AI-led organization, we continue to innovate and leverage technology to better serve evolving consumer needs and address pain points within our ecosystem. Last year, we introduced several innovations and enhanced multiple services, including the revamped Group Order feature, which doubled in growth [3]; improvements to Advanced Booking, leading to a 60% increase [4] in usage during the festive season; and the launch of Dine Out Deals, which gained traction among buffet restaurant enthusiasts, growing 11 times. [4]”

In 2024, Grab officially introduced its affordable options for both GrabCar and GrabBike in select pilot areas, targeting price-conscious users with smaller vehicles or shorter ride distances. The new options received highly positive feedback, driving a fivefold increase in GrabCar SAVER usage [3] and a fourfold increase in GrabBike SAVER usage. [3] In food delivery, SAVER delivery usage tripled [3], while the Hot Deals sub-brand—offering everyday low prices—gained strong momentum, helping users save over THB 2 billion annually [5].

“Additionally, we have continued to expand our presence in the corporate (B2B) segment, particularly through GrabAds, which has evolved from solely ad sales to providing comprehensive Creative Marketing Solutions, enabling our clients and business partners to build their brands and drive sales from online to offline. Moreover, our Grab for Business service has broadened its target industries, resulting in an 80% increase in its customer base [2],”  added Chantsuda. 

As Grab marks its 12th year in Thailand, Chantsuda reaffirmed the “Lead with Purpose” vision, aiming to strengthen Grab’s leadership in both Mobility and Deliveries while advancing its GrabForGood commitment to driving positive social and environmental impact and supporting the country’s agenda. Under this vision, Grab Thailand will implement the S.M.A.R.T strategy, focusing on five key areas to enhance business performance and ensure long-term sustainability.

S: Sustainability

• To ensure business sustainability, Grab Thailand will focus on the 3Ps framework: strengthening business Performance, empowering People, and protecting the Planet. In addition to supporting drivers and merchant-partners, Grab is committed to nurturing young talent through initiatives like the GrabCampus business case competition, internship programme, and the GrabScholar programme, which will be officially announced soon.
• For environmental sustainability, Grab’s EV programme has already facilitated the adoption of over 10,000 EVs by drivers and riders, with plans for further expansion. Additionally, the Carbon Offset programme, which helps reduce emissions through carbon credit purchases and tree-planting activities, will continue to receive strong support from user donations. Furthermore, Grab has explored opportunities to tackle the food waste issue by pilot launching a food waste reduction initiative, encouraging users to order surplus food from participating merchants at a lower price.

M: Market Expansion

• Grab will continue expanding its services and reach across different segments and generations. A recent initiative involved the appointment of four new celebrity presenters to resonate with younger audiences, particularly Millennials and Gen Z, complementing brand ambassador Bella Ranee, who represents Grab’s No.1 market position.
• The Family Account feature, which allows core users to book rides for family members—whether parents or children—unfamiliar with the Grab app, has helped Grab expand its reach to Baby Boomers and Gen Alpha.
• Grab will further penetrate the international tourist market through sponsorships of mega-events and festivals aligned with the “Amazing Thailand Grand Tourism and Sports Year 2025,” including the upcoming S2O Songkran Music Festival, Siam Songkran Music Festival, and Maha Songkran World Water Festival 2025.

A: Affordability

• Grab will continue to expand its affordable ride-hailing options, with both GrabCar SAVER and GrabBike SAVER services extending from key cities to secondary cities, aiming for nationwide coverage.
• In food delivery, Grab will continue to highlight its habitual campaigns anchored by Hot Deals, offering time-specific discounts that match food options with the time of day. Seasonal campaigns will be launched to align with festive seasons or special moments, while nationwide campaigns, such as the recent GrabFood Mega Sale offering up to 80% discounts and free delivery, will also continue.

R: Retention

• GrabUnlimited, a subscription package offering exclusive cross-service benefits, will remain a key strategy for enhancing user retention and loyalty, available through both monthly with THB 19 and annual plans with THB 99. Additionally, Grab is launching GrabVIP to recognize top-spending users with over THB 30,000 within 3 months with exclusive privileges such as receiving 5 Priority Delivery each month and Priority Support from Grab Help Centre.
• For people within the ecosystem, Grab will continue to provide benefits include special benefits for top-tier drivers or riders such as motorbike insurance, interest rate cash loan reduction for GrabBike drivers, health insurance for GrabCar drivers’ family members, or even rewarding programme during the special occasion.
• GrabUnlimited, a subscription package offering exclusive cross-service benefits, will remain a key strategy for enhancing user retention and loyalty, available through both monthly plans at THB 19 and annual plans at THB 99. Additionally, Grab is launching GrabVIP to recognize top-spending users who spend over THB 30,000 within 3 months, offering exclusive privileges such as five Priority Deliveries each month and Priority Support from the Grab Help Centre.
• For people within the ecosystem, Grab will continue to provide special benefits for top-tier drivers or riders, such as motorbike insurance, reduced interest rate cash loans for GrabBike drivers, health insurance for GrabCar drivers’ family members, and rewards during special occasions.
• For merchant-partners, Grab will continue supporting their business growth and operational capacity by offering cash loans, while also introducing Business Cover Insurance with a maximum coverage of up to THB 5 million to provide peace of mind against unexpected events.

T: Tech & Innovation

• As a tech-driven company, Grab remains committed to developing innovations that address evolving consumer needs and solve pain points for people in the ecosystem and society.
• The 2025 pipeline includes Advanced Booking for Airport Pickups—currently piloting in Phuket—which allows users to pre-book airport rides linked to their flight schedules; GrabExecutive, a new luxury limousine service catering to executives and premium users; Dine Out Reservation, an extension of Dine Out Deals integrated with the recently acquired Chope app to streamline restaurant bookings; and QR Payment, which expands payment options to enhance convenience, particularly for riders who lack sufficient wallet balance or cash.

“Throughout our 12 years of business in Thailand, we are proud to have been a part of the Thai people’s lives and the positive impact Grab Thailand has had on the country and society, especially in driving Thailand’s digital economy forward. According to a recent study by TDRI, our business activities in 2023 alone generated an economic impact of THB 179 billion—equivalent to 1% of Thailand’s GDP. This is a significant contribution and a driving force for us to continue fostering purposeful growth and elevating the quality of life for Thais for years to come,” concluded Chantsuda.

1 Grab No.1 Food Delivery App in Thailand ‘Most often used brand in Thailand 2024’ surveyed by Kantar 

2 Grab Internal Data between 2023 vs 2024

3 Grab Internal Data between H1 2024 vs H2 2024

4 Grab Internal Data between Q3 2024 vs Q4 2024

5 Grab Internal Data in 2024