A comfy ride with a driver who doesn’t tire, skips the chitchat, and never expects a tip can set the tone for a worry-free vacation — even when the driver is the automobile itself.

In fact, according to Waymo, Alphabet’s autonomous vehicle (AV) business, self-driving cars have become a tourist attraction in their own right. This suggests that at least some portion of the public is interested in this transportation option. Or at least qualifies as robo-car curious.

In this and other ways, AVs seem like a natural fit for travel applications. Yet beyond short ride-hailing trips, the promise remains largely unfulfilled.

For how long remains to be seen. Because Waymo and others are expanding their markets, taking on partners, and tackling regulatory hurdles. As they move to blanket the world with driverless cars, one city and one airport at a time, here’s how the opportunity is starting to play out.

The Way for Waymo

Waymo, a sibling company to Google, was founded in 2009 and launched as a subsidiary under Alphabet in 2016. Since then, it has rolled out commercial ride-hailing in Los Angeles, San Francisco, Phoenix, Austin, and Atlanta.

Over the past year, the company has more than doubled its territory, with test phases across Washington, D.C.; Miami; Denver; Dallas; Nashville; Seattle; Boston; and New York City. It has also expanded internationally with pilots in London and Tokyo. Most, if not all, are expected to officially launch in 2026.

Currently, most trips are short rides through local streets, squarely putting Waymo in robotaxi territory. But, as co-CEO Tekedra Mawakana said at TechCrunch Disrupt last week, freeway tests are underway with employees in San Francisco, Los Angeles and Phoenix.

“There has been no one that has experienced sitting in the passenger seat or the back seat of a vehicle at 65 miles an hour,” she said. “So [we’re] making sure we all understand what that experience should be like.

“And so, by the end of this year, and moving into next year, you’ll see us start to open this up to the public.”

The freeway effort differs, as the main focus is on passenger rides, which is key for airport routes.

For instance, Tesla, which currently only offers driverless rides in Austin, Texas, is in preliminary talks for permits to operate Tesla Robotaxis out of three Bay Area airports: San Francisco International, San Jose Mineta International, and Oakland International.

Meanwhile, Waymo has offered pick-ups and drop-offs at Phoenix Sky Harbor International Airport since 2022. Mawakana said the company is “super-focused on airports.”

Last month, the company received permission for runs to and from San Francisco International and San Jose Mineta International. It also began tests at Newark International Airport last week as it continues talks to add other airports to the lineup.

Have Driverless Car, But Will It Travel?

Waymo sees its cars as a futuristic tech experience that draws people in, making it a popular tourist attraction.

The company collaborates with destination marketing organizations, such as the California Travel Association. It even issued a Tourism Impact Report in which it estimated that its first year of commercial service added $40 million in economic activity to the Bay Area. CTA President and CEO Barb Newton said the service “makes California an even better travel destination.”

The promise remains somewhat contained, however, because Waymo doesn’t offer longer trips. So forget farther-flung destinations or multi-city road trips.

The reasons vary, with hurdles ranging from practical issues — like EV charging — to varying regulations across cities or states. Meanwhile, other travel-related opportunities look more achievable.

Waymo partnerships now span Uber, Lyft, Avis, DoorDash and others, expanding alongside its growing airport business. Hotel deals look like a natural next step, as AVs could offer self-driving airport shuttles or local sight-seeing trips.

The company might even be able to personalize the passenger experience to match a traveler’s preferences or itinerary. The concept would align with Alphabet CEO Sundar Pichai’s vision.