About the market:

The holiday car hire market is experiencing a downward trend with a decline in market value since 2000, when making allowances for inflation. Personal usage is key to the industry and companies have realised the significance of the leisure market and are targeting this group in a number of ways. On a more positive note, the domestic and overseas holiday market, which is one of the key indicators of the holiday car hire market, is showing significant growth.

The key users of holiday car hire are to be found in the 45 to 54-age range, from the AB socio economic group and to be full time workers. The overall consumer opinion is that that hiring a car gives freedom and is a good way to see a country/area. However, car hire is not generally considered good value for money and inflated damage charges and too many hidden extra charges and key reservations.

This report examines the demographics of brand car hire users, the main attitudes towards car hire, identifying three distinct target groups based on these attitudes. It also contains important market background and looks towards expected developments in the new few years.