US rental car chains boost direct bookings by 17%
US rental car chains with a 17% growth duplicating the direct channel success of other travel suppliers, such as airlines and hotels.
Until recently, US rental car chains were failing to persuade customers to book directly through their “brand.com” websites instead of through online travel agencies.
But new research suggests that companies such as Avis, Enterprise, and Hertz are finally clawing back market share from the middlemen, duplicating the direct channel success of other travel suppliers, such as airlines and hotels.
Branded rental car websites saw 17.4% growth in average bookings during the past year, according to data from Adobe Site Catalyst, a Web analytics tool used by most consumer travel companies to measure both traffic and conversions. That compares to a 13% gain for online travel agencies.