Car rental companies have gained a digital advantage over OTAs.
The global, $92 billion industry is changing the rules of digital distribution.
The car rental industry is experiencing an interesting twist. — instead of relying on online travel agencies (OTAs), leading car rental companies are now driving digital sales themselves. According to a new report Global Car Rental Sector Market Estimates 2025, even 59 percent of all online bookings happens today own channels Car rental company.
This result is not accidental. In recent years, the sector has consolidated strongly — several global brands like Enterprise, Hertz i Avis Budget Group dominates the market, investing in direct digital platforms, proprietary apps and loyalty programmes. Instead of relying on intermediaries, companies are building direct link to users, thus reducing costs and strengthening control over prices and promotions.
„A strong focus on our own digital channels allows us to better understand travellers“ needs and respond in real-time," the report states.
For the tourism sector — especially agencies, TMCs and DMCs — this signifies a new phase of adaptation. OTAs, which have dominated online distribution for years, are losing market share in the car rental segment, while Partnerships with rent-a-car companies are becoming increasingly profitable.
Co-operation through B2B API integrations i dynamic offers could become standard, and agencies that get involved in this trend early can achieve higher margins and greater control over the service.
The rise of digital autonomy in rent-a-car brands clearly shows the direction of market trends. Fewer intermediaries, more direct value. And while OTAs are trying to respond with new partnerships, it seems that the major players in the car rental sector have already won the first battle in the passenger industry's „digital war“.
