While car rental companies continue to invest in their technologies by introducing new mobile functionality, expanding use of global positioning systems and smoothing the arrival and departure experience through upgraded kiosks, what's most important to travel manager respondents as far as car rental services go is "good overall value for the price," according to the BTN survey.
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Travel managers rated price value 5.63 on an ascending importance scale of one to six, with one being "not at all important" and six symbolizing "extremely important." Expedited car return and preferred check-in status ranked next in importance among buyers, with ratings of 5.52 and 5.45, respectively.
Engineering and design firm Arcadis senior vice president John Moriniere said price and reliability are at the top of his list of important factors to consider when choosing a car rental company, as well as the presence of a good geographic network, because the global engineering firm needs rental cars throughout the United States. Arcadis doesn't have a travel department, but Moriniere is responsible for making travel supplier recommendations.
"Cost is not the most important element because you want quality cars that are reliable," Moriniere said.
As Arcadis prepares to develop a global car rental program, having global capability also will be important for the firm, which is based in Amsterdam, Moriniere added. National Car Rental is Arcadis' primary car rental supplier, and Moriniere said he rates it for overall service as a five on an ascending one-to-six scale. "Every once in a while there are some issues … but the quality of the cars is very high and the staff is very good," he said.
Universal Music Group vice president and global head of travel Pamela Witherspoon said her company's business is "much different" than that of a typical corporate account, as 60 percent of its travel and transactions are for "non-employees" including artists, entourage members, contest winners or security officers.
In addition to regular services like fast check-in and checkout, Universal requires other such services as high-end rentals; full insurance coverage with rates, including vandalism and insurance on exotic cars; direct billing for non-employee rentals; delivery and pickup of cars when needed; a rental location that tracks vehicles that are past due on return dates; acceptance of split payment if the renter decides to upgrade or add features that are outside company policy; "and in sold-out situations, a rental car rep that can 'get it done,' " she explained through email.
"Buyers now are focusing on total costs of rental when they're doing their sourcing, rather than negotiating on the rate components," said Doyle Gunnell, global project manager for the Carlson Wagonlit Travel Solutions Group. "They're looking to cut controllable ancillary costs that drive the overall price."
Keysight Technologies global director of travel and expense Kim Kaye said she looks to avoid surcharges like one-way or drop-off fees. She also tries to secure value add-ons like unlimited mileage or complimentary upgrades for loyalty program members.
For surveyed travelers, having professional, polite staff was the most important factor among those offered, indicated by a 5.03 average rating, followed by 24-hour roadside assistance (5.00) and expedited car return services (4.90). Roadside assistance was less important for buyers, ranking fourth, which may be indicative of the relative infrequency with which such services are required. "It's very important, but I haven't heard of anyone that has used the service," said Arcadis' Moriniere.
Likewise, "over 90 percent of emergency road service calls are locked keys in the car, a relatively minor incident that doesn't put the traveler at risk," said CWT's Gunnell.
The availability of in-car directions using global positioning devices was rated lowest and second-to-lowest in importance respectively by travelers and buyers. With the emergence of smartphones, Gunnell said the service presumably is becoming obsolete. While there has been a decline in demand, some companies still look for GPS, especially for foreign travelers, he said. "When car companies have that diversity of clients, the companies have to maintain robust product offerings to meet all the different needs of all those types of travelers," Gunnell said.
Hertz Corp. in September announced a partnership with Navigation Solutions to launch a newer version of its NeverLost GPS system and in 2013 announced plans to have tablets installed with the NeverLost GPS system inside vehicles.
Meanwhile, Avis Rent a Car System and Budget Rent a Car in March launched new mobile apps providing corporate travelers with access to ancillary products including GPS device rentals, fuel service and various forms of insurance.
Car companies also are investing in other technologies that improve the traveler experience. Hertz has 24-hour ExpressRent kiosks that allow clients to speak directly with customer-service representatives. Avis and Budget in June rolled out portable Wi-Fi devices in 12 European countries that offer clients one gigabyte of data per day for up to five devices. Avis in 2013 was the first rental car company to integrate with Google Wallet.
This report originally appeared in the Oct. 27, 2014, edition of Business Travel News.