34 focus on
Car rentals - Driving profits -
S
elling car rentals can be an
underestimated but valuable source of income for travel agents, suggests Martin Ferguson
Travel agents often overlook car rental sales as an add-on to a holiday or tour package. But if approached correctly it can be a valuable revenue stream. British consumers are booking an increasing number of overseas trips but being part of a group excursion is not to everyone’s liking. This presents an opportunity for agents to facilitate trips designed for independently minded travellers. A straw poll of agents’ Facebook group
Travel Gossip found that most book car hire through brokers such as Affordable Car Hire, Flexible Autos and Rhino Car Hire. One homeworker says booking with local
overseas offi ces is the cheapest option but can lead to a ‘minefi eld of problems’ with insurance waivers and the cost of unforeseen extras like GPS systems and children’s car seats. Others recommend dealing directly with major suppliers like Hertz and Avis, as they are ‘hassle free’ to work with. Though they offer good commission, agents warn
they are by far the most expensive for customers. Brokers offer the happy medium of competitive prices, attractive commissions and reliable pre- and post-sales support. Selling car hire on every package holiday booking should be no different to offering airport parking, lounge access and pre-booked resort excursions, says Sue Dixon, Sales Director of Flexible Autos (
flexiblecarhire.com). “We encourage agents to engage
customers about car hire as early in the booking process as possible. “Too many are too focussed on simply securing the holiday booking rather than working to create the best possible holiday experience. That may include parking before they fl y, extra
leg room on-board the aircraft and perhaps a car hire for a few days whilst on holiday.” Phil Partridge, Marketing Manager at Rhino Car Hire (
rhinocarhire.com), says the average lead-in time for car rental should be around four to six weeks prior to travel. “For organised trips and holidays, where these are booked further in advance you have to push car hire at the earliest opportunity. Always reference car hire in booking confi rmation e-mails,” he advises. Richard Bowden, Senior Director Indirect Sales
for Hertz International (
hertz.co.uk/agents), says agents must convey that renting a car can be the easiest way to enjoy and explore an area. “Offering travellers the option increases
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