Six-City Rate Analysis, 2009-2011

This rate survey looks at six major U.S. cities and rate quotes for airport rentals.

(Click to enlarge.) Rates are an average of aggregator/OTA rates for all vendors present in the markets listed. Rates were collected from major aggregators during each of the first four days of each month for rentals starting 14 days later. Two daily lengths of rent plus two weekly lengths of rent were collected then converted to a daily rate and averaged to yield the monthly averages using ICAR exclusively.
(Click to enlarge.) Rates are an average of aggregator/OTA rates for all vendors present in the markets listed. Rates were collected from major aggregators during each of the first four days of each month for rentals starting 14 days later. Two daily lengths of rent plus two weekly lengths of rent were collected then converted to a daily rate and averaged to yield the monthly averages using ICAR exclusively.

We are introducing a new feature in this issue. With the help of Michael Meyer of Rate-Highway Inc. and Jim Tennant of The Tennant Group, Auto Rental News will publish a monthly rate survey and analysis in our online newsletter and a more comprehensive, historical look in print. For this edition we have pulled rate quotes for airport rentals in six selected cities (Miami, Boston, Orlando, Houston, Seattle, Los Angeles) for 2009, 2010 and 2011 to date.

First a note about the rates: The rates are an average of aggregator/OTA rate quotes for all vendors present in the markets listed. The rates are an average daily rate for one-, two-, five- and seven-day ICAR (midsize/intermediate) rentals at the airport, booked about two weeks out.  They are base rates only and do not include taxes or other charges.

Average rates fell from 2009 to 2010 as the industry re-fleeted to near normal levels following OEM bankruptcies and the recession. We would have expected rates in 2011 to be higher than 2010, reflecting the difficulty with vehicle supply. However, rates nosedived in late Spring when rental companies were forced to hold fleet through the threat of supply disruptions brought on by the Japan crisis. A period of over-fleeting ensued.

Through mid-August of this year rates were holding at 2010 levels. Recently, we noticed a significant falloff of rates in our weekly survey, but we expect a partial recovery as we approach the long Labor Day weekend. However, rates may fall off further than normal post Labor Day, reflecting better vehicle availability and continuing soft demand.

Looking at individual cities, Los Angeles (LAX) was very strong in 2009, fell to the lowest average of the six cities in 2010, and has recovered somewhat in 2011 to date. Boston was last in 2009 and continues in second-to-last spot since. Seattle and Chicago are strong this year.
To keep an eye on current rates, watch for the monthly quotes in our e-newsletter.

Comments

  1. JasonD [ October 26, 2011 @ 03:36PM ]

    This analysis is basically junk science. It is always very apparent when someone who has no knowledge about the rental car industry makes a study about rates because they alway fail to accurately capture how consumers book rental cars.

Comment On This Story

Name:  
Email:  
Comment: (Max. 10000 characters)  
Please leave blank:
* Please note that every comment is moderated.

Newsletter: Sign up to receive latest news, articles, and much more.

Read the latest

Auto Focus Blog: A blog covering fleets, auto rental and the business of cars

Autonomous Vehicles and the Changing Role of the Fleet Manager

With fewer drivers and substantially longer fleet lifecycles, fleet managers will pivot to new job functions.

2017: Fleet Mix Will Be Paramount

Car rental companies are migrating to vehicle segments with better residual values, though not without bumps in the road.

Auto Rental Summit: Five Trend Lines

Taking in the seminars, discussions, and networking at the 2016 Auto Rental Summit, trend lines emerged around shifts in model mix, data protection issues, increasing labor costs, workforce engagement, and new platforms to rent cars.

Job Finder: Access Top Talent. Fill Key Positions.