Executive Summary

Sep 2019
PROSPECTS
Low costs and rising online sales keep car rental buoyant

Sales in 2019 were sustained on the back of competitive pricing, promotions and wide availability. Low-cost players stand to enjoy a growing presence, partially facilitated by the growth of online sales.

Growing influence of smartphones in car rental

To facilitate this, more car rental players are launching mobile apps in a bid to establish customer loyalty, provide better customer contact and to evaluate their consumer base.

Growing presence for intermediaries

Intermediaries, brokers, tour operators and online travel agencies are growing within car rental in Italy, providing a convenient option for travellers, their appeal supported by frequent offers and promotions. Prices offered by intermediaries are typically lower, and this represents a potential threat to the industry overall, considering the risk that the control of prices and demand could be driven by third party operators, as happened in lodging in certain instances.

Diversity and segmentation help the big players

Big players continue to lead car rental – their globally recognised brand equity gives them an ongoing competitive advantage over the unfamiliar or untested local operator, although pricing cannot be such that it alienates the price-conscious traveller.

Car sharing brands on the rise

Shared mobility platforms are gaining in importance in 2019. With car sharing brands like Enjoy and Car2Go expanding their fleets and having dedicated parking spaces in the proximity of airports and stations, an increasing number of leisure and business passengers are switching to these services.

Electric cars emerge as a new and desirable niche

Electric cars are now appearing in the fleets of car rental players. Great concerns exist around the level of carbon dioxide emissions in Italy, both amongst domestic travellers, and amongst a growing number of visiting tourists.

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Car Rental (Destination) in Italy

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Overview

Discover the latest market trends and uncover sources of future market growth for the Car Rental industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Car Rental industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Car Rental in Italy market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Car Rental in Italy?
  • What are the major brands in Italy?
  • Is there a shift from airport car rental to non-airport?
  • Is leisure car rental outpacing business car rental?
  • Is insurance replacement recession-resistant?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Travel And Tourism market research database.

Car Rental (Destination) in Italy - Category analysis

HEADLINES

PROSPECTS

Low costs and rising online sales keep car rental buoyant
Growing influence of smartphones in car rental
Growing presence for intermediaries
Diversity and segmentation help the big players
Car sharing brands on the rise
Electric cars emerge as a new and desirable niche

CATEGORY DATA

Table 1 Car Rental Sales: Value 2014-2019
Table 2 Car Rental Online Sales: Value 2014-2019
Table 3 Structure of Car Rental Market 2014-2019
Table 4 Car Rental NBO Company Shares: % Value 2015-2019
Table 5 Car Rental Brands by Key Performance Indicators 2019
Table 6 Forecast Car Rental Sales: Value 2019-2024
Table 7 Forecast Car Rental Online Sales: Value 2019-2024

Travel in Italy - Industry Overview

EXECUTIVE SUMMARY

Sales continue to rise, but slowed by competition from alternative destinations
Airline expansion boosts the industry
Short term rentals surge but face stricter regulation
Travel’s digital future

SWOT

Summary 1 Destination Italy: SWOT

MARKET DATA

Table 8 Annual Leave: Volume 2014-2019
Table 9 Travellers by Age: Number of People 2014-2019
Table 10 Seasonality: Number of People 2014-2019
Table 11 Leisure Outbound Demographics: Number of Trips 2014-2019
Table 12 Other Transport Sales: Value 2014-2019
Table 13 Other Transport Online Sales: Value 2014-2019
Table 14 Forecast Other Transport Sales: Value 2019-2024
Table 15 Forecast Other Transport Online Sales: Value 2019-2024
Table 16 Activities: Value 2014-2019
Table 17 Forecast Activities: Value 2019-2024

SOURCES

Summary 2 Research Sources