A new category allows Uber customers to personalise their ride (for a premium), and the ride-sharing also is appealing to high-end travellers with a $200 helicopter transfer service from Manhattan to Kennedy International Airport.

Uber Comfort “was built for riders who are constantly on the go and want a little extra comfort,” according to a press statement.

Riders will enjoy newer, midsized cars, extra legroom, and the ability to customize ride features like temperature and whether or not they want to converse with drivers or have music playing.

Uber drivers must maintain an average customer rating of 4.85 to take part in Uber Comfort, which is now available in dozens of US cities.

Forbes reports that rates for Uber Comfort are set about 30 per cent higher than for a standard ride.

Separately, Uber announced the launch of Uber Copter, which offers eight-minute helicopter transfers from lower Manhattan to JFK, according to a CNN report.

Flights will be available on weekday afternoons  and be provided by HeliFlite. Uber Copter will appear as an option on the Uber app when Platinum and Diamond status travellers are taking a trip in the vicinity of the heliport near the West Side Highway or to and from the airport.