During a panel discussion at the Global Business Travel Association (GBTA) convention, Greg Stubblefield, Enterprise’s chief strategy officer and executive vice president, discussed how consumers in the carsharing economy are looking for “access” over “sharing.”

Entitled “Differentiating Brands in a Sharing Economy,” the panel featured Stubblefield, Kaye Ceille (president of Zipcar), Chip Conley (head of global hospitality and strategy of Airbnb) and Rufino Perez Fernandez (chief officer of NH Hotel Group). Guy Langford, vice chairman of Deloitte, moderated the panel discussion.

“They want it where they want it, how they want it, when they want it,” said Stubblefield. “Consider that we essentially ‘share’ more than a million vehicles a week in the United States. So when you talk about scale and the ability to meet public transportation needs for the long term, fleet size obviously is a significant factor from an operational and financial perspective.”

Stubblefield also noted that defining transportation services consistently is important for the media, elected officials, travel industry leaders and business leaders to make sure that the playing field is level for everyone involved, including the customers. Recently, Enterprise participated in a session called “The Convergence of Car Sharing and Car Rental” at the International Car Rental Show. This session highlighted the important role that car rental plays in the evolution of urban mobility.

Additionally, Stubblefield encouraged looking beyond the technology used to arrange transportation and instead paying attention to the actual type of service being provided.