Historically, car rental has been strongly linked with inbound tourism in Turkey, with a high percentage of car rental outlets located at airports. These are dependent on the regular flow of travellers.
Beyond a surge in car rental demand for inner-city travel, the stronger consumer demand for car rental – as opposed to public transport – as a hygienic mode of transport has also led to a sharp increase in the average rental duration. The spike in average rental durations is likely to fall back down to pre-COVID-19 levels only once the impact of the pandemic has been ameliorated.
MOOV by Garenta was the first carsharing solution in Turkey, launched in 2018, offering customers the option to rent a car by the minute. The platform is active in key cities such as Metropolis and enables users to rent a car for a minimum of 15 minutes including fuel for 5km for prices as low as TRY9.
The recovery of inbound tourism is vital for car rental players, especially as the domestic market sees the entry of new business models for ridesharing and carsharing. Given that Turkey is one of Europe’s primary travel destinations, car rental companies can expect a sizable recovery appetite in the Turkish market for inbound travellers and airport hires.
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Car rental covers the short-term rental of passenger vehicles for self-drive by both business and leisure users, whether from the airport or downtown locations. Trucks and commercial vans are excluded. Car rental value covers the price of car hire to the consumer. Ancillary revenues are included, such as the hire of baby car seats, GPS navigation systems, optional roadside assistance services and collision and damage waivers. Volume is provided by the number of car hire transactions, fleet size and number of car rental operators. In underdeveloped markets, car rental companies offer chauffeur-driven cars. Most people prefer these options, due to unfamiliarity with the roads. Euromonitor International includes chauffeur-driven cars in car rental, when they concern car rental companies such as Hertz or Avis, which offer a chauffeur-driven service as an additional option. Car rental covers sales to inbound tourists and domestic tourists. i.e. from a destination point of view (also known as point of supply). For example, if a US citizen books a car rental service in France via the US offices of Hertz, the sales are attributed to Hertz France. The same applies for online sales. Car rental excludes long-term leasing, commercial vehicles, trucks and motorbikes and local car sharing schemes.See All of Our Definitions
This report originates from Passport, our Car Rental (Destination) research and analysis database.
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