A new platform gives small- and medium-sized rental companies instant access to the international travel market, connecting incoming travelers with rental cars.

EconomyBookings.com, a global car rental booking platform owned by Booking Group Corporation, on April 15 introduced its new Marketplace product at the International Car Rental Show in Las Vegas.

With Marketplace, local car rental providers can list their fleet, set pricing and availability, and start receiving global bookings from EconomyBookings.com’s 30 million annual users — all within an hour.

“Marketplace is the next evolution in global mobility,” said Alen Baibekov, CEO and co-founder of Booking Group Corporation, in a news release. “For years, we’ve helped major brands expand internationally. Now, we’re giving smaller players the same advantage — with no red tape, delays, or overhead. You sign up, and you're open to the world within an hour.”

Solving a Longstanding Industry Challenge

What once took six to 12 months and big investment now takes just 15–20 minutes. 

For small and medium-sized rental companies, entering the international car rental space has traditionally been difficult, time-consuming, and expensive — with no guarantee of success. Marketplace is designed to eliminate those barriers.

“We know from experience how hard it is to break into this market,” Baibekov said. “When we started in 2004 as a small car rental supplier, we had just three cars and a dream. We built our business from scratch. Marketplace is our way of leveling the playing field for others who are now where we once were.”

With more than 600 supplier partners in 180+ countries, 1.4 million registered users, and over 1 million bookings annually, EconomyBookings.com works to connect local rental businesses with a wide global customer base.

“Travelers from Europe landing in Austin or Miami don’t always want a global chain,” Baibekov said. “They’re looking for flexibility, local expertise, and service with personality. That’s where regional brands shine.”

A Booming Market with Local Potential

The global car rental market is projected to surpass $140 billion by 2028, driven by resurgent travel and rising demand for flexible transportation solutions. In particular, demand for local providers has surged in recent years, with over 30 million downtown rental requests annually on EconomyBookings.com alone.

Since quietly launching late last year, Marketplace has already seen strong momentum — more than 100 local rental companies are joining every month.

“This isn’t just a tool — it’s a launchpad,” Baibekov said. “If you’re a local rental company with great service, we’ll help you find the right customers faster than ever before. We’re not here to compete with you — we’re here to connect you.”