“because people want greener cars and manufacturers produce ever-more efficient models.” He adds: “We’re aware that many
corporate travel policies now mandate low-CO2 cars and we make sure that happens. For example, our booking tool can ensure employees only rent vehicles below a certain emissions threshold.”
OTHER PRIORITIES Corporates may care, or at least in- sist that ‘green’ boxes are duly ticked, but GTMC research suggests that travellers themselves have other priori- ties. Late last year, it published the results of a survey – prepared by Avis and con- ducted by Audience Net – to establish the motorists’ mindset. The ‘big four’ car hire companies – En- terprise, Avis, Hertz and Europcar – domi- nated the research with 73 per cent of all bookings made in the UK. When looking at rental companies abroad, Hertz dominated the results for all age groups, with Europcar second and Avis third. Spain was the most popular country for car collection amongst business travel- lers with 18 per cent of all bookings, fol- lowed by France (16 per cent) and the US (14 per cent). The study showed that when asked why
they chose car travel over other forms of transport, the main reasons were conve- nience, value and comfort. It also found that price was the most important factor when renting a car (67 per cent) over 24/7 emergency assistance (60 per cent). Having technological features such as Bluetooth connectivity in the car and a good audio system ranked lower in pri- orities for business travellers than might be expected (32 per cent and 25 per cent respectively), but the study did show that cleanliness of the vehicle and the speed and quality of the collection is much more important for business travellers (58 per cent and 56 per cent). Cleanliness isn’t something the rental companies brag about – it’s a given – and the big four have already addressed not just collection issues, but drop-offs as well.
90 BBT MARCH/APRIL 2016
Only 47 per cent of frequent users said they were
contracted to a single car rental company
The GTMC research canvassed more than 1,000 business travellers who, on average, hire cars for business six times a year, and they’re a fickle bunch. The GTMC states that for many car hire companies reading this research, a glaring opportunity would be revealed in the fact that only 47 per cent of frequent users said they were contracted to a single car rental company, leaving one-in-two able to choose between other companies, and just 6 per cent not sure of their policy. It believes the opportunity for brands to build loyalty is “clearly significant”. (Although awkwardly, if laudably, Avis disproves the point – at least in the US. In November, it was identified as one of the top 40 consumer brands in the Loyalty Leaders List, compiled by a New York-based “brand and customer loyalty and engagement research consultancy”.) However, there does seem to be some- thing of a disconnect. To their credit, car rental companies have met the needs of the corporate traveller – picking up, and dropping off, a small, economical eco- friendly car, at an acceptable price, could hardly be easier. With corporate focus on keeping the
traveller satisfied, the big question has to be whether the rental giants have not only met, but exceeded, the end-users’ aspirations. What do they – the men and women who actually have to drive these things – really want? When the Niépce brothers bolted their internal combustion engine to a boat, they
Key takeaways
Keep the customer satisfied Speed and simplicity of the collection and drop-off processes are crucial to traveller contentment – the car itself, and the gadgetry within, is almost an afterthought.
Green matters Manufacturers’ claims about the eco-friendliness of their latest models should be closely scrutinised. Legislation is only going to get more stringent over time.
Weather warning Some companies charge extra for ‘winterising’ rental cars. Fitting snow-chains, even though compulsory in some countries in certain weather conditions, can be hugely expensive.
Location, location Few corporate travel patterns require a global network of rental outlets. More localised companies – so long as they meet required standards – may prove a more cost-effective solution.
Risk management Travellers need to be made aware of overseas motoring rules and regulations, which can vary enormously from country to country, from state to state, and even from city to city.
no doubt delighted all those wealthier oarsmen with ready access to pulverised dried lycopodium moss. The rest of the oarsmen (indeed, the rest of the world) shrugged and moved on. Car rental companies have made life easy for a relatively small number of people, and even the converted aren’t particularly loyal, but the transaction volumes – and those fleet numbers – continue to rise. Nicéphore Niépce got it staggeringly wrong; Walter Jacobs clearly didn’t.
BUYINGBUSINESSTRAVEL.COM
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