US Car Rental Growth Remains Muted Amid New Pressures
Phocuswright's U.S. Car Rental Market Brief 2026 shows modest growth in 2025, pressured by weaker international demand, vehicle recalls, and evolving booking behavior. Airport locations generate the bulk of revenue, making the decline in international visitors (especially Canadians) painful. Supplier-direct online already commands the largest share of gross bookings and is growing, while reservation and call center channels decline. Large operators invest in apps, digital keys, and personalized offers; smaller independents rely more on OTAs. The market is forecast to grow in low single digits through 2029.
Impact and considerations
For the car rental industry and travel managers, the report reveals trends: growth of direct channels, weak international demand, and the importance of technology investment.
Key points
- US car rental market grew modestly in 2025, pressured by weak international demand.
- Airport locations generate bulk of revenue; Canadian arrivals fell dramatically.
- Supplier-direct online holds largest share and is growing; call centers decline.
- Large operators invest in tech; smaller independents rely on OTAs.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 9 Jun 2026, 15:00
- Page published
- 13 Aug 2026, 08:14
- Last updated
- 9 Jun 2026, 15:00
- Original links
- PhocusWire All News：US car rental growth remains muted amid new pressures (opens in a new tab)Primary source · en · Published 9 Jun 2026, 15:00