Since the global financial crisis, expenditure on travel has plummeted. For those who are still able to afford travel, customers are certainly spending more time and effort to find the best deal, and car rental is no exception.
The traditional car rental company marketing strategies like customer loyalty, corporate rates etc have all been brought into question. Car rental companies have had to adjust to the challenging times and come up with new marketing strategies to stay in the game, all the while having to protect their brand name.. Avis, Budget, Europcar and the like.
So how do the car rental companies stay competitive and still protect their brand name? That’s where “no name” marketing kicks in. We have seen the concept utilised in many other commodities including supermarket items, wines etc. For companies it’s not all about profit, and the term “Cash Flow is King” is paramount for survival. They still have the outgoings like wages, rent etc to pay.
Car hire brokers have sprung up, whereby companies can offer hugely discounted deals on car hire without disclosing their identity upfront. This is important, as they are protected from customer and competitor scrutiny, all the while protecting their brand name. They may offer a limited number of extraordinary deals at rates not available under their brand name. The car hire broker has no affiliation to any particular company, and simply presents the available deals in best rate order.
The winner is the customer, as these “no name” deals offer exceptional value. At the time of booking you will know the category of vehicle etc, but will only know the car rental supplier after you have booked. This is not for everyone, but considering that most rental companies have a similar fleet of vehicles available at a particular location, do you really care who supplies it? There is a 90% chance your vehicle will be supplied by one of the leading companies including Alamo, Avis, Budget, Dollar, Enterprise, Europcar, Fox, National, Pay Less, Sixt or Thrity.
Brokers have often negotiated special inclusions like unlimited mileage, reduced insurance excess etc. Make sure you know what is included when comparing rates.
So when looking for the best deal on car hire, if the brand name is disclosed, you may be getting a better deal, but is it the best deal? With the internet it’s never been easier to compare car rental rates. Take the time to compare rates and you will be rewarded!
Ajit is writing on behalf of Season Car Hire, who supply a large range of prestige, luxury, sports and executive hire cars. They also offer car Hire Rates.