Car rental industry maintains momentum in Q1 2025 amid changing consumer trends
The divergence in adoption rates between the U.S. and other regions suggests not only a lag in alternative payment adoption but also a risk: as Apple Pay, Google Pay, and BNPL gain ground elsewhere.
The global car rental industry began 2025 on a strong note, showing resilience and adaptability despite ongoing economic uncertainty, supply chain pressures, and evolving customer expectations. According to new industry data, total booking volumes have continued to rise, reflecting the broader recovery of the travel sector and signalling sustained demand for flexible, tech-enabled mobility solutions.
Growth Aligned with Travel Industry Recovery
Booking volumes have increased significantly since early 2023 and maintained momentum into Q1 2025. March saw a notable year-on-year (YOY) rise in bookings, following predictable seasonal peaks in summer and dips around the winter holidays. While regional variations persist, the global trend points toward recovery and growth, buoyed by new partnerships and expanded travel offerings.
Prices Stabilise, But Won't Return to Pre-Pandemic Levels
After a period of volatility, average car rental prices are now showing signs of stability. Between March 2023 and March 2025, average booking costs fell from 312 euros (USD 347) to 262 euros (USD 291), driven in part by stabilising fleet supply and consistent demand. Despite significant increases in luxury and SUV rentals—up 81% and 51% respectively—overall prices have moderated. However, experts warn that lingering inflation and new U.S. auto tariffs may exert upward pressure in the medium term.
Breakdown of average rental prices by region (March 2025):
Europe: 238 euros (down from EUR 289 in 2023)
UK: 236 euros / GBP 199 (down from 301 euros / GBP 253)
North America: 284 euros / USD 316 (down from 332 euros / USD 369)
EV Rentals Surge, Then Plateau
Electric vehicle (EV) rentals grew from 0.6% of total bookings in January 2023 to 4% by March 2025, peaking at 5% in late 2024. Hybrid vehicle rentals increased more modestly, reaching 1.2%. North America leads in EV adoption, where EVs now represent 5% of rentals. Hybrid demand is stronger in Europe and the UK, accounting for 1.6% and 1.4% of bookings respectively.
Booking Behavior Shifts Toward Flexibility
The average lead time for bookings declined from 49.5 days in January 2024 to 42 days in March 2025, reflecting increased demand for short-notice rentals. Same-day bookings remain common during peak seasons, highlighting consumer preferences for spontaneity and flexibility. Meanwhile, desktop continues to dominate bookings globally (63%), though mobile usage is on the rise in the UK.
Alternative Payment Methods Gain Traction
Credit card usage for car rentals dropped from 90% to 85% globally YOY, with Apple Pay, Google Pay, PayPal, and BNPL options steadily gaining ground. The UK shows the most significant shift, with credit card payments falling to 83% of transactions. North America remains credit-card dominant (99%), largely due to a higher rate of post-paid bookings.
Outlook: Opportunities for Tech-Enabled Growth
Despite macroeconomic headwinds, the car rental market remains healthy, agile, and increasingly customer-focused. Consumers now prioritize sustainability, immediacy, and digital convenience – factors that favour alternative mobility models and fuel continued innovation across the sector.
Brands that adapt by expanding EV options, offering flexible booking and payment tools, and embracing data-driven personalization are well positioned to capture market share in a rapidly evolving mobility landscape.
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