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Photo Credit: Rental Car unsplash.com / Jamie Street
The $92 billion car rental sector is leveraging its high consolidation to win the digital distribution war, generating 59% of all online bookings through direct channels.
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The global car rental industry is witnessing a rare phenomenon, with established car rental players dominating the digital booking landscape, overtaking third-party online intermediaries, such as Online Travel Agents (OTAs).
According to our new report, Global Car Rental Sector Market Estimates 2025, the car rental industry reached a $92 billion valuation in
October 29-30, 2025 – ABU DHABI
Tags: car rentals OTAs
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The global car rental industry has seen a significant shift, with major rental companies now commanding the majority of digital bookings, overtaking third-party OTAs. In 2024, the market reached a $92 billion valuation, and 74% of bookings were made online, making car rentals one of the most digitally penetrated travel segments. This dominance of direct booking channels is largely attributed to industry consolidation, with the top five companies controlling 73% of the market, while OTAs continue to play a supplementary role in facilitating connected trips.
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