ST. PETERSBURG, Fla. -– In fiscal-year 2004, Payless Car Rental System saw a 31% increase in its own Web site's revenues, with an average of 11 million hits per month, the company said. The company's fiscal year ended June 30.

The Internet now generates 80% of Payless' business, said Michael J. Harley, Payless president and chief operating office. During the year, the company dramatically improved its search engine optimization and search engine marketing efforts, Harley added.

Moreover, the company added 13 new franchise locations servicing major international airports and local markets. Payless also opened a third corporate store in Atlanta.