Consumer satisfaction in the car rental industry is based on multiple factors, including costs, vehicle selection, customer service, and the ease of making reservations, picking up reserved vehicles and then dropping the vehicle off after use. Since many people make use of vehicle rental companies while traveling, having multiple airport locations is also important.
People rent cars for all kinds of reasons, including travel, as a temporary replacement for a car that is in the shop, or because a non-car owner needs a car for specific purpose. The car rental market has changed significantly in recent years and consumer satisfaction has dropped in this industry as a result of multiple sea-changes, including a general shortage of automobiles due to supply chain challenges.
Nevertheless, there is still a strong demand for rental cars and there are things that you can do as a consumer to help ensure that you pick the right rental car company. This begins with understanding what makes for a positive car rental experience and then
While consumers are individuals with different priorities, most are concerned with the following factors when choosing a car rental company:
Ease of reserving vehicle: Consumers want to be able to reserve a vehicle quickly and easily, whether the reservation takes place online, through a mobile app, over the phone, or in person. They also want the process to be seamless, with no dropped calls or apps/websites that get hung up during the process.
Vehicle selection: Many drivers like to be able to choose a vehicle that is comfortable for them to drive and that is large enough to carry them, their passengers, and any luggage that they may have. Choosing a rental vehicle also involves personal preference: Many people prefer specific manufacturers, for example.
Vehicle maintenance and cleanliness: Consumers want a clean, safe vehicle to drive. This is particularly true as consumers become more conscious of the importance of sanitation and hygiene. Business travelers, in particular, may also be concerned about the appearance of a vehicle as they drive to meet with clients. Rental agencies that don't maintain their fleets are likely to get low marks from consumers.
Ease of picking up and dropping off a vehicle: There are few things more irritating than having to wait around for a rental car after a long day of travel. Similarly, nobody wants to risk missing a plane because they had trouble returning their rental car. Rental counters at airports should be well-staffed to prevent long lines and shuttles should run frequently to ensure that customers can get to and from the parking lot easily.
Pricing: Consumers don't want to overpay for a rental car, nor do they want to feel obligated to pay for a lot of unnecessary extras or add-ons. Fair, transparent pricing contributes to customer satisfaction. A particular concern for many consumers right now is the risk of surge pricing during holidays and other times of the year which can send daily rental prices very high. Consumers also like to see pricing broken down so that they can tell what products and services they are paying for. This is particularly true for consumers that have their own car insurance that might duplicate coverage offered by the rental agency.
Customer loyalty program: Frequent travelers like being able to earn loyalty points and privileges for being loyal to a rental agency. Most car rental companies incorporate conveniences such as being able to pick up a car without checking in at an airport counter into their loyalty programs. In most cases, everyone who joins the loyalty programs immediate gains access to reservation perks while regular customers can earn free rentals and upgrades.
Roadside Assistance: Most car rental companies offer roadside assistance to their drivers. Since drivers don't call for roadside assistance unless something goes wrong, it's important for this service to be extremely responsive.
Customer service: Consumers always want the car rental process to go smoothly. When it doesn't, they want to be able to resolve their issues quickly. Courteous, competent customer service representatives make a huge difference.
Under 25 rentals: In most states, the minimum age to rent a car is 21, however, many rental agencies set restrictions on car rentals by people under the age 25 or charge extra fees. Consumers appreciate it when rental companies don't charge extra fees.
The following car rental companies have some of the highest consumer satisfaction ratings in the industry:
Hertz: Hertz has been in business since 1918 and operates in 160 countries, making them an attractive option for people who travel to many different locations. Hertz is well-regarded for its straightforward reservation process as well as offering members of its Gold Plus Rewards club the ability to pick up cars in the Hertz lot without having to check in at a desk. Hertz also gets kudos for its fast, efficient shuttle service and quick-drop off options. Hertz rents standard vehicles as well as moving trucks, which can be an excellent option for people who take a do-it-yourself approach to relocation.
Enterprise: Enterprise Rent-A-Car has been in business since 1957. Unlike some car rental companies, Enterprise specializes in "local" rental services, concentrating on individuals and families that need an extra car for a few days or who need to rent because their own car is at the shop. Enterprise does, however, have a presence at over 400 airports in the United States. Customers praise the company for its excellent fleet of late-model, well-maintained vehicles, the easy of car pick-up and drop off, fast shuttles, and excellent reservation system.
National: National Car Rental has been in business since 1947 and its target market is business travelers. The company's loyalty program, Emerald Club, has had a long-standing policy of allowing members to bypass paperwork and counter check-in so that they can quickly access their car and get to their hotel or workplace. Customer surveys show high consumer satisfaction with reservations, pick-up-drop off process, and vehicle quality.
Alamo: Alamo Rent a Car got its start in 1974, primarily as a "discount" rental service. Alamo's target market is those who travel to the United States from other countries. Despite the fact that Alamo markets itself as a lower-cost alternative to other car rental services, it still offers a range of amenities, including the ability to pick up a car without having to stand in line. Consumers praise Alamo for its fast, reliable shuttles and easy return process.
One major consideration when it comes to car rental companies is that the industry often caters to people who are in stressful or unfamiliar situations. This means that good customer service and fair pricing is critical to customer satisfaction. When it comes to choosing the right rental car agency, take your time to research options before committing to a vehicle. Understand that many car rental agencies have a target market and have developed a business model around the needs of that market. Choosing the rental service that matches with your own situation (business travel, need a car for local travel, international tourism) can help ensure that you get the most for your money.
GetHuman has been working for over 10 years on sourcing information about big organizations like Hertz in order to help customers resolve customer service issues faster. We started with contact information and fastest ways to reach a human at big companies. Particularly ones with slow or complicated IVR or phone menu systems. Or companies that have self-serve help forums instead of a customer service department. From there, we realized that consumers still needed more detailed help solving the most common problems, so we expanded to this set of guides, which grows every day. And if you spot any issues with our Which Rental Car Companies Have the Best Customer Satisfaction Ratings? guide, please let us know by sending us feedback. We want to be as helpful as possible. If you appreciated this guide, please share it with your favorite people. Our free information and tools is powered by you, the customer. The more people that use it, the better it gets.