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5 Car Rental Features That Make Customer’s Experience Simplified and Joyful

July 2018

Category Analysis – Car Rentals

Regions: United States of America

The number of households using car rental companies in the U.S. amounted to 32.0 million in 2018.  The global car rental market is expected to register a compound annual growth rate of 17.52% during the period 2018-2023.  This report gives insight into the features that car rental users feel are vital in a brand based on online conversations.


The analysis is based on customer reviews and conversations online in the segment. The analysis results presented are completely unbiased and not based on any subjective judgement. The source data used for the analysis are user conversations available publicly online like public forums and social media.



Total number of customer conversations analyzed

Top 5 Drivers 

Car rentals have become an integral part of holiday travel. Each car rental company offers features that become a characteristic of a specific company. But what are customers asking for in a car rental company?

Clootrack analyzed 6,553 online user conversations and picked out 5 important features that customers feel are must haves in a car rental company in USA.

Below are the top 5 features that customers want in a car rental company:

1. Large Car/SUVs

US customers no doubt are looking for full-size or large cars for their travel. An analysis of the online conversations of customers highlighted that customers are looking for greater space, comfort and flexibility with seating capacity and luggage room.  Whether customers are going on a family trip or enjoying a countryside trip, they surely want to have a large car with good space.

2. Free Navigation

No matter where you are travelling, a navigation device always comes in handy. US customers feel that free navigation services should be one of the features of a car rental services. Customers feel it is very convenient and offers freedom and confidence to explore unfamiliar territories. 

3. Customer Service

Irrespective of many features offered by car rentals, customer service is something that US customers seek most during their travel. Many customers expect excellent customer support starting from booking until customer drop-ff.  Customers expect mobile support, reduced waiting time and information on additional payments and excess amounts.

4. Car Running Condition 

It can be a disaster when you hire a car and it ends up in a bad running condition. Customers have discussed this as one of their top factors while renting a car in US. Customers expect that the car rental companies offer cars that are checked for brakes, fluid levels, tires and all other things that could cause problems.

5. Car Cleanliness

No one likes to spend their travel in a dirty and unclean car. Customers are asking for a clean and tidy car for their travel and this is one of the top 5 factors that they think before renting a car. The car rental companies are expected to clean and service the vehicle before offering it to customers. 

Brand Equity – Top Drivers

We analyzed how each of the prominent brands fare each other in top perception drivers. We see that there are clear leaders in several drivers. 

Brand Equity-Top Drivers-Car Rentals-US- By ClootrackBrand 1Brand 2Brand 3Brand 4-40-20020406080100120140160180Large Cars /SUVsCustomer ServiceCar CleanlinessFree NavigationCar Running Condition

Brand 1 Brand 2 Brand 3 Brand 4
Large Cars /SUVs 142 32 37 39
Customer Service 1 124 113 84
Car Cleanliness -3 29 111 20
Free Navigation 0 0 112 63
Car Running Condition 136 55 45 13
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Top 3 Emerging Trends

There are several emerging trends in the car rental industry in USA. Main factors are the changes in consumer behavior and demand for increased facilities. Car rental companies can capitalize on emerging trends by offering car rental services that customers are asking for: 

1. Personalized Rentals

Irrespective of the trip, whether it’s a business trip or a leisure trip, today’s travelers are candid about what they expect. US customers are asking for personalized services and look for a seamless travel experience. Customers prefer to have travel consultants, detailed road maps, booking details, door-to-door itineraries, and all in all a tailored travel experience.

2. Pre-Booked Parking And Privileges

Customers who rent a car do not wish to waste time in finding parking space. Car rental companies need to offer pre-booked parking spots next to the airports and at all other major spots where it can become difficult to find a parking spot.

3. Ultra Short And Ultra Long Hires

The top emerging trend in US is customers are looking for renting cars either for a really short period or an ultra-long duration. Customers are looking to rent cars on their own terms and for as long as they need.

Detailed Report

Do you know what customers are talking about a specific car rental brand? To know more you can download the pdf version of the complete report for free. Enter your email at the end of this report and we ll send it to you for FREE. 

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