In 2023, 48 million Americans rented a car, which was up 19.4% from the previous year, according to Consumer Affairs. On average, consumers rent roughly two cars per year, with nearly 3 in 4 Americans (74%) renting cars primarily for vacation and leisure travel. But what do consumers’ behaviors look like once they get behind the wheel of a rental car?
To find out, Zubie’s rental fleet management team conducted a nationwide survey of Americans to gain insight into trends around rental car behavior, preferences, and the role of rental cars in upcoming holiday travel.
Key Findings:
- More than two-thirds (69%) of consumers have rented a car within the last 12 months.
- Tampa, Florida is home to the most online searches related to rental car accidents, according to Google search volume analysis.
- Men are twice as likely as women to drive recklessly in a rental car, according to respondents.
- Overall, half of Americans plan to travel this holiday season.
- 1 in 3 (33%) will rent a car to travel this Thanksgiving.
- The average consumer’s daily rental car budget lands at $86.04.
As far as safety when driving a rental is concerned, consumer behavior can vary based on age, gender, and other factors. According to survey respondents, men are twice as likely as women to drive recklessly in a rental car. Across age groups, Millennials are most likely to drive recklessly when renting a car. And 52% of car renters report driving more cautiously when renting a high-end or luxury vehicle.
Cities With the Most Rental Car Accidents
Driving recklessly in a rental car is not only dangerous but costly as well.
According to an analysis of Google searches related to rental car collisions and incidents, Tampa, Florida, has the highest rate of rental car accidents among major cities across the country based on keyword search volume. Tampa is followed closely by Atlanta, Georgia, and Miami, Florida – all cities known for their bustling roads and high tourism.
According to the National Highway Traffic Safety Administration (NHTSA), Florida is home to some of the most dangerous roads in the nation – namely, Interstate 4, which runs from Tampa to Daytona Beach and passes directly through the tourism hub of Orlando. If you’re planning to rent a car in Florida, be sure to exercise extra caution, especially in high-traffic areas and along major highways like I-4.
If you’re a rental car company or operator, telematics and fleet management software can enable you to track your rental fleet and protect your vehicles with features like high-risk driver detection, which can help protect your company’s bottom line.
Other cities with a high volume of online searches for rental car accident-related keywords include Colorado Springs, Colorado; Arlington, Texas; and Minneapolis, Minnesota. Rounding out the top 10 are Oakland, California; Long Beach, California; Raleigh, North Carolina; and Virginia Beach, Virginia. See below for the full list.
Rental Car Budget
When it comes to selecting a rental car, affordability tops the list of must-haves for 77% of the consumers surveyed. On average, Americans budget around $86.04 per day when they rent a car, according to respondents. Nearly half of consumers (48%) say they actively choose fuel-efficient vehicles to keep their costs in check.
If you’re frustrated with hidden fees when renting a car, you’re not alone, with 56% of respondents saying they have been surprised by a disconnect between advertised prices and their final bill when renting a car.
While only 25% of consumers are loyal to a specific rental car brand, almost half (48%) would go out of their way to rent a car from a less convenient location if it meant saving money. Overall, 57% of respondents feel the rental checkout process is frustrating, with 40% experiencing frustration when returning the car.
Rental Car Behavior
Based on the report, 1 in 5 consumers surveyed have allowed someone else to drive a rental car under their name without notifying the rental company, bypassing rules and taking on the risk of undisclosed drivers. Additionally, more than one-quarter of respondents (26%) admit they’re less concerned about damaging a rental car compared to their own vehicle.
Rental Cars and Holiday Travel
With the holiday season upon us, rental cars are a crucial part of travel plans, especially for Americans traveling out of state for the holidays. Overall, half of U.S. consumers surveyed plan to travel this winter, with more than 1 in 3 (37%) planning to travel more this holiday season compared to 2023.
If you are planning to travel this holiday season, make sure you have a plan in place for any bumps in the road. More than 1 in 10 respondents say they’ve faced a rental car reservation cancellation during the holiday season. Overall, more than 1 in 3 (36%) are concerned about potential delays or cancellations affecting their plans this holiday season.
As the report reveals, people bring unique sets of behaviors, attitudes, and choices when renting cars that can differ widely from how they approach their own vehicles. From prioritizing cost and convenience to taking a more relaxed approach behind the wheel, consumers decide to treat their rental vehicles differently to varying degrees.
Whether you’re planning a winter getaway or navigating city streets, keeping these trends in mind can help make the most of your rental car experience – and perhaps inspire a little extra caution along the way.
Methodology
In October 2024, we conducted a nationwide survey of 2,016 respondents. Respondents were asked about their rental car preferences and driving behaviors. Among respondents, 50% were female, 47.7% were male, and 2.3% were non-binary. The average age of respondents was 45. Income: Under $25,000 (14.6%); $25,000–$34,999 (9.6%); $35,000–$49,999 (14.9%); $50,000–$74,999 (22.9%); $75,000–$99,999 (14.9%); $100,000–$149,999 (14.7%), $150,000 or over (8.3%). Marital status: Married (43.1%), single (28.4%), in a relationship/not married (13.5%), divorced (10.3%), separated (1.9%), widowed (2.8%).
Total respondents: 2,016
Margin of error: +/- 3%
Country: United States (USA)
Region: All Regions
Gender: All Genders
Age of respondents: 18–83
We analyzed Google search volume for this analysis to determine search interest for rental car accidents and incident reports. We analyzed those terms in the 50 largest cities across the country and calculated the average monthly searches per 100,000 in each city.