When you search for a large venue on Grab (e.g. a mall, an office complex) the app shows multiple drop-off points and labels one as “Preferred drop-off (54% of users)”.
This helps the user make a decision quickly instead of wondering “what’s the difference among these”. It also increases the chance they will have a good experience after arriving there (e.g. the destination is near a reception desk, has clear directory and signage, etc.).
It’s probably better for the driver too, since popular drop-off points tend to be the ones with easy road access and familiar routes.
However, the label might cause a bit of friction/cognitive load at a few places, such as airports. Because riders already know where they need to go to (airline, domestic/international), the label may be answering a question the user’s not asking. Worse, it could nudge someone toward the wrong terminal if they tap reflexively.