Related: Corwin, Taylor of J.D. Power & Associates to Keynote ICRS Experience
2020 J.D. Power Study: Hertz Ranks Highest in Overall Customer Satisfaction
With overall customer satisfaction flat this year, Hertz ranks highest with a score of 852, followed by Enterprise, Alamo, and National. The study responses were gathered from September 2019 through August 2020.
October 14, 2020
Hertz ranks highest in overall customer satisfaction, with a score of 852.
Photo via JD Power.
2 min to read
Overall customer satisfaction with North American airport-based rental car companies is flat this year as airport passenger volumes have slowed dramatically during the COVID-19 pandemic, reports J.D. Power.
According to the J.D. Power 2020 North America Rental Car Satisfaction Study, released today, customer satisfaction with airport-based rental car companies is 841 (on a 1,000-point scale), which is statistically flat compared with 2019’s record-high performance.
“As with other travel suppliers, this has been an incredibly challenging period for the car rental industry,” said Michael Taylor, travel intelligence lead at J.D. Power. “Despite these economic headwinds, the major rental car companies have been able to maintain high levels of customer satisfaction throughout the pandemic, largely through great customer service and enhanced cleaning protocols to build confidence with travelers.”
Hertz ranks highest in overall customer satisfaction, with a score of 852. Enterprise (849) ranks second, followed by Alamo (848) and National (845). This is the second consecutive year that Hertz has achieved the number one ranking.
The 2020 North America Rental Car Satisfaction Study is based on responses gathered from September 2019 through August 2020, from 7,364 business and leisure travelers who rented a vehicle at an airport location from August 2019 through August 2020.
The survey results were weighted heavily from September to March, after which time airport travel decreased substantially, Taylor told Auto Rental News.
Taylor also pointed out that the grouping between the top and bottom spots is only 34 points, whereas the 2018 spread was 51 points.
As the pandemic hit, J.D. Power asked renters if they noticed car rental companies’ efforts to address COVID-19 concerns and if those efforts changed their view of the car rental company. “Any effort to address COVID added 29 points to the rental company’s image,” Taylor said. “The strongest responses centered on the rental car company supporting the community and their employees.”
More Rental Operations
The Booking Is Confirmed, But Is Your Customer Ready to Drive?
For international renters, a confirmed reservation doesn’t always mean they’re eligible to drive. Earlier checks can help operators catch documentation and payment issues before the customer reaches the counter.
Read More →
ICRS 2027 Opens Call for Papers
The International Car Rental Show seeks session proposals on the business, operational, and technology issues facing car rental operators. Submissions are due Jan. 15.
Read More →
Turo to Launch Vehicle Delivery Service
Turo Delivered will let travelers search for vehicles that hosts can deliver directly to hotels, homes, airports, train stations, and other locations.
Read More →
Palm Beach Airport Code Change Creates Car Rental Distribution Gap
A test of rental searches under the old PBI and new DJT airport codes returned largely different sets of brands and vehicles, highlighting a potential distribution problem for rental operators.
Read More →
U-Save Continues Dominican Republic Expansion with Launch in Punta Cana
The new franchise location builds on U-Save’s existing Santo Domingo operation and will begin taking reservations for October 2026.
Read More →
When AI Books the Rental Car, Who Controls the Sale?
As AI moves from comparing rental rates to completing transactions, operators need to understand how travelers find, interpret, rank, and ultimately see their offers. (Part 2 of 2.)
Read More →
European Booked Car Rental Rates Fell 5%, Results Varied by Country
Ireland, Cyprus, and the United Kingdom saw steep declines, while booked rates rose in Poland and Hungary.
Read More →
Is It Time to Rethink Rental Categories?
As traditional economy and compact cars disappear from the market, longtime rental operator Mike DeLorenzo asks whether the industry’s familiar vehicle categories still make sense — and what operators need to rethink along with them.
Read More →
Who Owns the Rate? AI Is Creating a New Distribution Problem for Car Rental
Generative Engine Optimization asks whether AI can find a rental company, but operators also need to know whether the agent inspected enough of the market, compared equivalent offers, and presented a rate the traveler can actually book. (Part 1 of 2)
Read More →
U.S. Business Travel Car Rental Rates Forecast to Rise Up to 2%
Improved fleet supply should limit pricing gains in 2026-27, while insurance, repair costs, and softer residual values continue to pressure rental operations, according to Amex GBT.
Read More →