Auto Rental News and the American Car Rental Association (ACRA) are pleased to announce that Larry De Shon, executive vice president of operations at Avis Budget Group Inc., will deliver the opening keynote address at the 2011 Car Rental Show (CRS).

In his address, "Rethinking Car Rental in a New Era of Technology," De Shon will discuss how technology is not only changing car rental processes, but also changing the traditional business model itself.

De Shon will guide car rental operators on how technology is providing new opportunities for the industry, but with these opportunities come new challenges in areas such as PCI compliance, customer information security, fleet safety and environmental regulations and standards. Will you able to harness technology to avoid the potholes and better your business?

De Shon oversees all domestic car rental operations as well as quality assurance and field security for Avis and Budget. Prior to joining Avis Budget Group, De Shon was senior vice president of airport operations at United Airlines Inc., leading an organization of 23,000 employees in 29 countries.

"We are delighted to have Larry deliver our opening keynote address," said Chris Brown, executive editor of Auto Rental News. "Larry's wealth of experience in both the car rental and airline industries will provide a unique perspective on the moving parts of the car rental and travel industries for CRS attendees."

The 2011 Car Rental Show will convene at the Las Vegas Hilton, March 8-9. Visit www.carrentalshow.com and www.autorentalnews.com for information.