8:00 AM
9:30AM
Keynote
Breakfast & Closing Keynote
GrowthGrand Ballroom
Track: Growth, Pricing & Marketing
Growth, Pricing & Marketing
Pricing, growth and marketing for rental operators
Deeply discounted pricing undercuts competition and tarnishes the industry image — and it betrays a shaky grasp of basic P&L. This track covers rate strategy, OTA economics, subscription and flexible models, and how to communicate the true value of a rental.
- 4
- 35
- 0
- May 4–6, 2027
What you take away
Why operators sit in Growth sessions
- 01How rental pricing actually works with OTAs, and the add-ons behind lowball rates.
- 02Where subscription and flexible access fit next to the daily rental.
- 03What a defensible rate looks like when the market races to the bottom.
From the program
4 sessions on this subject
Delivered at ICRS 2026, with the abstracts as written. The 2027 program is published in full on the agenda page.
9:45 AM
10:30 AM
Session
Deep Discounters
GrowthSalon B
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…
- Mike DeLorenzo, NPI Auto GroupSpeaker
Track: Growth, Pricing & Marketing
10:45 AM
11:30 AM
Session
The core idea is straightforward: rental operators are being pushed toward flexibility, new access models, and more data-driven operations all at once, but most conversations still tackle those pieces separately. This panel is designed to connect them into a…
Elena CiccotelliModerator, The EVs for Everyone Podcast
Track: Growth, Pricing & Marketing
2:00 PM
2:45 PM
Session
Concurrent Session
GrowthSalon B
Track: Growth, Pricing & Marketing
Who covers it
Speakers working on this
Leonardo Aguilar
Commercial Director
GWM Mexico
Olivier Baldassari
Managing Director, USA, Australia & New Zealand
Michelle Calloway
Michelle Calloway leads the strategy and growth of GM Envolve's OnStar services, which offers products to help customers operate their fleet with confidence, knowing they are protected, connected, informed and in control. As the director, Michelle launched a new OnStar brand for business customers, driving strong growth year over year. In her previous role, Michelle led the development and launch of OnStar Vehicle Insights, OnStar Business Solutions’ fleet management tool for small to medium-sized businesses.
Apoorva Chawla
Product Marketing Content Marketing & Strategy
B2B SaaS | Building Rev-AI || Rate Gain
Elena Ciccotelli
Host & Producer
EVs for Everyone Podcast
Solomon Cramer
Vice President
Avis Budget Payless Licensee Association
Vitaly Cvetkov
Head of Growth
Booking Group Corporation
Kelly Van Damme
Presenter
Other tracks
The rest of the program
Fleet & Ops
Fleet & Operations
Cost and revenue per unit, remarketing, residual value, embedded vehicle intelligence.
Tech & AITechnology & AI
AI tools you can deploy now, agentic systems, revenue management, zero-friction rental.
Legal & RiskLegal, Risk & Insurance
Consumer lawsuits, junk fees, ADA, data privacy, damage waivers and claims.
GlobalGlobal & International
International track, ABLA + FENALOC, franchising and cross-border growth.
PeoplePeople & Leadership
Hiring, training, leadership under volatility, and the ACRA policy agenda.