Car
services



EXECUTIVE SUMMARY
A taxi to your hotel, ride-sharing to the next town, renting an SUV for a family road trip—car services are all about convenience, a must for travelers and their entire group.
Consideration of car services starts early in the traveler’s journey, as they want to find the right options that suit their trips.
All data shown is sourced from Tripadvisor’s Brands We Travel With study (2024), unless otherwise stated.

TRAVELER JOURNEY
When are travelers most likely to consider car services in their journey?
dreaming 51 index
planning 139 index
booking 183 index
preparing 53 index
transiting 101 index
exploring 73 index
Key Finding
Car rentals are the #1 type of car service that travelers engage with—potentially because it gives them more control of their travel plans.
81%
of travelers are most likely to consider car rentals as it gives them the greatest freedom and flexibility to go at their own pace while on vacation.

Key Finding
Travelers spend time looking for the right car service that will enhance or supplement their trips.

Key Finding
While travelers of all ages consider car services, millennials are more likely to seek car services to get them to their destinations.
Millennials are 14% more likely to actively consider car services when traveling.
Top brands that travelers love
01
Enterprise Rent-A-Car

02
Hertz

03
Uber

04
Budget Car Rental

05
Avis

01
Uber

02
Hertz

03
Enterprise Rent-A-Car

04
Europcar

05
Avis

01
Europcar

02
Hertz

03
Uber

04
Avis

05
Sixt

01
Hertz

02
Europcar

03
Uber

04
Avis

05
Maggiore

01
Uber

02
Budget Car Rental

03
Hertz

04
Avis

05
Europcar

01
Nippon Rent-A-Car

02
Toyota Rent-A-Car

03
Nissan Rent-A-Car

04
Orix Rent-A-Car

05
Times Car Rental

01
Uber

02
Ola

03
Zoomcar

04
EasyCabs

05
Avis

Trip Types
Road trips allow travelers and their companions to spend quality time together in a more intimate setting.
Road trips
40%
Domestic trips
37%
Family vacations
33%
Longer holidays (5+ nights)
33%
Multi-destination trips
33%

SUBCATEGORY ENGAGEMENT
Travelers primarily consider car rentals across their journey—signaling it’s a must-have regardless of trip type.
Car rentals
81%
Taxi services
43%
Shuttles
30%
Ride-sharing
22%
Chauffeur services
12%
So, what does this mean for your brand?
Partner with us to influence travelers at the perfect moment.
Reach outBooking a car is a planner’s must-do
Tripadvisor users are planners, with 41% planning their trips 3-6 months out.⁹ It’s vital to seed your brand at this stage, with messaging on how your product can improve their trip.

Use Dynamic Ads to target travelers in key planning moments
Leverage our feed-based Dynamic Ads, which are based on real-time audience signals, to put your brand in front of travelers looking to book a car while planning and finalizing their trip.
Help travelers avoid the last-minute scramble
Uber Reserve rolled out airport transfer reservation messaging with Tripadvisor’s CTV product, helping travelers book a ride early. This earned them a 98.55% average CTV video completion rate, and a 47.21% email open rate.