After touching down in a new destination, you need a good set of wheels to get around and see the sights. In this research study, Google worked with OTX to determine how consumers go about booking car rentals, and the role that digital plays in the process. We found that one in two business and affluent travelers belong to a car rental loyalty program versus only one in five leisure travelers. Travelers use the mobile web two to five times more than mobile apps to book rental cars on mobile devices, showing that mobile is playing an increasing role in car rental bookings.

January 2012