Raising revenue in a rental car operation stretches far beyond the financial side of the company focused on the P&L.

How much money an operation earns and what remains as profit depends on how well every facet of a car rental company runs and interacts.

At the International Car Rental Show on April 15, Roger Zakharia, CEO of the Fleet Consulting Association (FCA), homed in on the technologies, tools, and techniques that push a rental car business toward peak performance. Zakharia led a roundtable discussion with panelists:

• Brett Lippel, senior vice president of ShipYourCarNow.com (SYCN) Auto Logistics

• Elie Michaels, vice president of operations at Advantage Rent A Car

• Jairo Tzunun, CEO of Max Power Technology

• Michael Meyers, president and CEO of Rate Highway

• Lee Ness, vice president of sales, TSD Mobility Solutions

The panel took on one of the most relevant topics at ICRS: How to maximize revenues for rental car operators in 2025 and beyond. The session covered various areas of rental fleet operations: vehicle management, technology, branding, customer service, and the latest revenue-enhancing tools.

6 Tools For Better Business

Zakharia referenced a toolkit of connected solutions designed to help car rental companies boost their profitability. Like Microsoft’s suite of products, the circular structure combines specialized practices tailored to rental fleet sales, pricing, and customer management. 

The session highlighted several of these processes and practices:

1. A fleet market hub to find the best vehicle choices, make sure they contribute to the bottom line, and plan out fleet cycling for resale values.

2. A real-time metrics dashboard to monitor customer service and fleet performance.

3. Training programs to increase incremental sales of rental fleet services.

4. A claims management system to efficiently handle accidents and vehicle damages.

5. A rental car customer app that “never admits fault” but provides key steps and guidance for handling a rental car accident.

6. Advanced AI tools and dashboards for data-driven decision-making.

Behind the successful usage of such tools must stand a solid brand, Zakharia said. “Partnering with strong global brands is a game changer. It captures quality sales and builds trust with your customers. A powerful brand ensures you stand out in a competitive market and keeps those bookings rolling.”

Best Practices For Your Bottom Line

In discussing the six tools, or pillars, panelists shared the following insights, tips, and advice throughout the session:

• Rental Fleet Cycling: Operators need to make smart decisions about when to buy and sell vehicles. Approaches include tracking vehicle depreciation in real time, integrating with reservation systems to monitor vehicle performance, and informing decisions about fleet replacement and cycling. Rental car operators should be able to answer three basic questions: 1) When should I sell my cars? 2) When should I buy new cars? 3) Are my cars losing value?

• AI-Driven Transport: Advances in auto transport logistics have progressed thanks to AI-based solutions that enable instant quotes and faster routing that help rental car operators reduce transport costs and maximize vehicle resale value. Rental operations can offset the higher costs of last-minute transport by using technology to plan and find the best deals in real-time.

• Data Analytics: AI will drive the future of data analytics and reporting, which will provide more accuracy and precision enabling car rental companies to save time, money, and friction in their daily operations.

• Clear Formats: Digital dashboards are vital for tracking rental per unit (RPU) and other performance indicators for a rental fleet while enabling operators to customize reports and integrate with customer relationship management (CRM) platforms.

• Using Customer 411: Data from rental bookings also bolsters customer service and relations by using the information for contacts and marketing. For example, knowing a customer’s birthday helps a rental car company send wishes via email with special offers to book a rental car for a birthday trip or outing.

• Build Local Business Network: In a year when global tariffs are threatening the U.S. economy and spooking customers to cancel or shorten travel, rental car operations should consider doing more local marketing, engaging with the community, and building relationships with businesses such as hotels, body shops, and insurance companies. Organic bookings can backstop lost revenue from cancellations. Operators should not rely solely on broker channels.

• Hybrid Call Centers: To avoid customer call center employee turnover, AI can be deployed to handle routine questions and reservation changes. AI is available 24/7, doesn’t get sick, and never complains. Rental operations should adopt AI for call center duties in phases to eventually create a hybrid call center with AI handling the basics and humans the more complex issues and inquiries from customers. Over time, the AI can smarten up and use voice recognition, biometrics, and archived data to identify and immediately help customers. Knowing when and how to use AI and humans can ensure an efficient 24/7 call center that saves money on labor costs and never misses a rental revenue opportunity.

• Cybersecurity/Emergency Plans: Businesses that keep a lot of personal and financial data are desirable targets for hackers, so cybersecurity measures are a must for car rental operations. It’s not a question of if, but when. How fast can a business recover? A rental operation needs a specific recovery plan that can restore operations within a few hours if hit by a cyber disruption. Develop contingency plans and review them regularly with staff.

• Branding That Lasts: Brand identity drives bookings by leveraging established relationships with online travel agencies (OTAs) like Expedia and Priceline. Branding enhances trust, improves visibility, and feeds into loyalty programs, making it a vital driver of increasing revenues. You build a rental car business based on your name, customer views, and service attributes. It’s another way to make sure you stand out in the marketplace.

• Brand Alignment: Brands vary in their revenue sharing arrangements and fees, but operators should consider that the added volume contributes to more revenue and profits despite having to pay a fee to get a booking. Even operators with as few as 30 or 50 rental vehicles can see benefits by aligning with a recognized brand.

• Avoiding Overrides: Rental fleet operators should be aware of a new practice called overrides that has evolved in the last five years. Overrides are penalties or fees imposed by OTAs when customer satisfaction ratings dip below certain percentage levels. This direct connection between customer experience and revenue underscores that maximizing revenue requires strong customer satisfaction in addition to smart pricing and fleet usage.

• Boosting Customer Service: The quality of service at rental counters and locations influences an operation’s ratings which determines visibility and word of mouth. The car rental industry has seen frequent cases of counter staff aggressively pushing added products and services to customers to increase the daily dollar average, which turns off repeat and potential car renters.

• Upselling the Right Way: A more constructive approach to raising revenues is through upselling, the art of turning a standard booking into a more profitable transaction. For better results, frontline desk employees should be trained in how to market upgrades and services to customers in tactful, supportive, and genuine ways that aren’t pushy. A $100 reservation, for example, should become $125 with minimal effort.

• Bolstering the Front Line: Front-line counter and parking lot employees will ultimately either make or break a rental car operation. A rental car company should train staff specifically to handle irate customers and rental fleet situations beyond their control, such as reserved vehicles that don’t return in time. Incentive programs can spur good online reviews. The key to ensuring future strong revenue is to cultivate repeat customers.

• Customer Handling: Fixing a customer service problem comes first while managing reviews is secondary. It’s a matter of how employees deal with difficult situations. When car renters return their vehicles, their contact with employees will be the last experience they remember about your company. Be fast, friendly, and flexible. If they have a problem or complaint, employees can offer future discounts or deals, omit unexpected charges, or forgive an honest customer mistake to diffuse a tense encounter and decrease the likelihood of a bad review. You may win over that customer for another rental someday.

• Thanks, But. . . Send customers thank you emails with links to feedback surveys. The system can text managers with any negative comments. Managers should immediately text back any customers who complain and rectify the situation.

• Accident Claims: Rental operations should consider installing accident claims management tools that protect revenue. Those tools can coach renters who to say or not to say after an accident, such as never admit fault. 

As a final guide for running more profitable rental operations, Zakharia cited a memorable acronym — FROG — that stands for faith, righteousness, optimization, and gratitude:

• Faith: Confidence in your business and team.

• Righteousness: Commitment to ethical practices.

• Optimization: Leveraging every tool and process.

• Gratitude: Appreciation for your partners, customers, and the rental car journey.