How Are Car Rentals Changing Due To Digital Channels? Not As Fast As You Think
While all the attention of tech cognoscenti is on the sharing economy — and rightly so as the new local transportation startups and service continue to change the face of urban centers across the world — the fusty old world of traditional car rentals is changing because of the rise of digital, though not at the pace you would think.
That’s the main takeaway after pouring through the last eight years of SEC annual report filings for the two remaining public companies in car rental market, post-consolidation: Avis Budget Group and Hertz Holdings.
The chart below is a look at the two companies’ SEC filings and their numbers about changing reservations channels for them, split traditionally between travel agents, online, phone and other channels. And some observations based on that chart/data:
• Direct online brand site bookings are peaking at about 30% in car rentals.