The UK holiday car hire industry has had a difficult time in recent years, suffering alongside many other sectors of the travel industry. This report examines the problems it has faced, and also looks at the way leisure travel has provided some comfort to car rental companies in difficult times. Exclusive consumer research looks at the behaviour of UK consumers when hiring cars for holidays in both the UK and overseas, providing a vital evaluation of the market’s prospects. Highlighting the market’s strengths and weaknesses, along with areas of potential for marketers to tap into, this report explores all topical marketing issues in the sector, including:

The relationships between holiday care hire, car ownership, consumer expenditure and tourism trends

Leisure travel picking up the slack – how care rental companies have sought alternatives to declining corporate income

Care hire and the internet

The implications of supply-side consolidation

Hardening consumer attitudes towards traditional car hire selling points, such as freedom and flexibility