Most people who visit a car rental website have already decided to rent a car, but they might not have decided who to rent from!
So how can you make your company stand out, and what can you do to make potential customers choose you instead of your competitors? What are your competitors doing and offering that you're not?
Prices and products are certainly part of the picture, but are you reaching, attracting and converting potential customers more effectively than your competitors?
Are there external influences which your competitors are dealing with better than you, or opportunities that they're taking advantage of?
Without up to date competitor analysis, it can be difficult to gauge how you’re doing, what attracts customers to you, and what makes them go elsewhere. So how do you know how you compare to your competition without competitor analysis?
Your online reservation process is your customer's self-service way of making a reservation. It's also their way of updating an existing reservation, taking advantage of promotions, enrolling in your loyalty scheme, finding out what requirements and restrictions apply to the country or location they're renting in, and much more.
Compared to your competitors, is the customer journey through your online reservation process easier or more difficult, and if you were to make improvements, how would you decide what to improve?
Let's consider a few points...
Car rental brokers can be a great revenue channel. For customers it's a convenient way to compare what different car rental companies offer for the same dates, times and locations, but you're limited in how you differentiate yourself from your competition. This can make it difficult to justify differences between brands when price is a key driver on the vehicle results page.
It has been known for some companies to avoid including certain fees in their
headline price to make their rates appear cheaper, and then add those fees later in the reservation process, or make them chargeable at the rental location.
Customers are motivated by many things, and one of those is of course price. But even if your main (or headline) prices look competitive, if surcharges for things such as one way reservations, young drivers and cross border fees seem excessive unreasonable, the feeling of good value can backfire.
No customer wants to feel like they’re being ripped off, and it's so easy these days for brands to suffer due social media and platforms for reviews and complaints. Bad reviews and complaints make it more difficult to attract and retain customers, because potential customers are put off by the unhappy experiences of existing customers.
That said, having someone to frequently monitor and manage those reviews can pay dividends. By responding professionally to complaints and showing a willingness to resolve issues can help to restore trust in your brand, instead of allowing complaints to build up and give the impression that you don't care.
Besides conducting competitor analysis on pricing and other aspects of car rental already mentioned, how effective is your marketing and promotion of your business? Are your competitors reaching out to potential customers more effectively than you? What can you learn from them?
Google Business Profileand
Bing Places for Businessfor each of their rental locations, and is the information they’re using more effective than your efforts?
Competitor analysis covering pricing, promotions, coverages, social media, SEO and paid search can be laborious, tedious, time consuming and often confusing.
To outsource that work and receive comprehensive feedback and reports can be to your advantage, but for that feedback to be useful and actionable, it needs to be easy to understand, and not full of clutter and overwhelmingly complicated graphs, tables and jargon.
A simple obligation free conversation beforehand over email (firstname.lastname@example.org), phone (01406 373511) or Zoom will give us both an understanding of what your goals and priorities are. Then, if you feel that I’m the right fit to carry out some competitor analysis for your company, we can take it from there.
You can prioritise what is most important to you from the perspective of the analysis to be done, and the results obtained.
Whilst bringing in a car rental analyst has its advantages, it is completely understandable if you're concerned that confidential information could be shared between companies who use the same analyst.
Trust and discretion are paramount, so let me assure you that:
Read the full review and more of my personal reviews and testimonials and feel free to get in touch if you think I can help.