"To be clear, we are not doing this to create a revenue stream. While that may be the short term impact, we believe that longer term this is about improving efficiency and changing customer behavior. We ran our latest tests during President's Day weekend at a few markets and the results were quite promising. The systems and procedures work as expected, and [there was] no impact on reservations. You should expect to see us implement non-cancellation fees in other markets at selected times and locations going forward."
Management.travelreported in Novemberthat the company was preparing technology partners for the new no-show fee. "I don't know whether the competition followed in those markets but our commercial accounts that have encountered it have accepted it and as far as we can tell, in the markets where we have implemented it we haven't lost any rentals," Nelson added during the company's first-quarter earnings conference call. "We think that people's consumer behavior will probably adapt but I think we are going to be judicious in how we roll it out."