Enterprise Expands to Iceland
After adding Reykjavik Excursions as a franchise partner, Enterprise Rent-A-Car will be operating at airport and city locations in Iceland during the coming months.

Photo via Wikimedia.

Photo via Wikimedia.
After adding travel and tour operating company Reykjavik Excursions as a franchise partner, Enterprise Rent-A-Car has expanded to Iceland. Under the agreement, Enterprise Rent-A-Car will appear at airport and city locations in Iceland over the coming months.
“Reykjavik Excursions is a long-standing entrepreneurial business that shares our belief that customer care is key to growing a great business,” said Peter Smith, Enterprise Rent-A-Car’s vice president of global franchising. “We look forward to building a strong partnership which will enable us to prosper together, serving the increasing number of people who want to rent from Enterprise when they travel to new locations.”
“This relationship with Enterprise gives us the opportunity to work together to grow a major rental organization in Iceland,” said Kristjan Danielsson, CEO of Reykjavik Excursions, now Enterprise Iceland. “Car hire is increasingly important in Iceland, both for domestic travelers as well as business and leisure tourists from overseas.”
Reykjavik Excursions launched its car rental business in 2013.
More Rental Operations

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 →
Sixt Revenue Tops $2.4 Billion in First Half of 2026
Sixt’s first-half revenue surpassed $2.4 billion for the first time as demand outpaced fleet growth, lifting utilization and earnings despite weaker consumer sentiment in North America.
Read More →
In Memoriam: Bobby Klyce, Avis Licensee Legend
The longtime Birmingham Avis operator and 2018 Auto Rental News Impact Award recipient was remembered as an advocate for independent licensees and the broader car rental industry.
Read More →How to Build Custom Fleet Tools With AI and Vibe Coding [Webinar]
A new Automotive Fleet webinar explores how fleet managers are using AI and vibe coding to automate routine work and create simple operational tools without traditional programming skills.
Read More →
Car Rental Rates Forecast to Rise 3.6% in 2026 Before Easing in 2027
Car rental rates are projected to rise less than airfares and hotel rates in 2026, then become the only major travel category forecast to decline in 2027, according to projections from GBTA and ALTOUR.
Read More →
Avis Cuts Fleet as Summer Demand Trails Expectations
Avis Budget Group increased second-quarter earnings despite lower Americas revenue and softer-than-expected summer demand. The company also expanded Avis First and advanced its autonomous fleet operations with Waymo.
Read More →
Why Bookings Are Only the Start of the Rental Day
A reservation captures demand. The operating test is whether the business can keep the customer, vehicle, commercial terms, and next action aligned until the rental is closed.
Read More →
