Abstract
A growth in independent, self-packaged fly-drive holidays and a proliferation of car hire brokers and comparison sites have driven down prices, causing the market to grow by around 10% per annum in volume. Despite this, many consumers still have doubts about this product' s value for money.
In general though, the freedom and flexibility of car hire is found to appeal strongly to Mintel' s consumers. In future, Mintel expects greater market segmentation, polarised along no-frills mass-market and premium lines. Through multidestinational, touring holidays, operators will seek to reposition car hire less as a commodity and more an integral part of the holiday experience. However, slower green travel options will pose a threat, requiring hybrid vehicles and multimodal partnerships.
This report defines the threats that operators face within the sector and from other travel options in general. The characteristics of the core market are examined in detail, highlighting current and future opportunities that may be maximised through careful targeting.
Main issues:
- What are the market and emotional drivers behind holiday car hire?
- What brand distinction exists?
- What are companies doing to differentiate themselves?
- What threat does the ' return of the train' pose?
- How can non-driving demographics be converted?
- What can tourist boards/car hire companies/operators do in terms of navigation, touring itineraries, routes, marketing and branding to get tourists on the road and enjoying
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