Deep Discounters

One of the most challenging and negative developments in car rental has been the influx of deeply discounted pricing that undercuts competition and tarnishes the industry image. The deceptive discounting betrays a lack of understanding about basic P&L. In this session, operators will learn how rental car pricing works with OTAs, the hard-sell add-ons behind the lowball prices, the need for more industry education, real-time pricing technology, and more transparent approaches that communicate the true value of rental car rates and quality service.