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.