Rentalcars.com has launched a new web service — Marketplace — enabling smaller car rental businesses to feature in over 95 million global customer search results every year.

The Marketplace system was designed so that operators can maximize fleet utilization and profitability; it offers them full control of fleet, rates, discounts, and extras.

Initially launched in the U.K., Marketplace is now also available in 32 countries.

The company plans to carefully manage the supply partners joining the service to ensure high quality customer service levels for customers match supply and demand.