Car Hire Customers Judge Hidden Cost “Extortionate”

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Car hire customers are demanding more honest, up-front prices, according to a recent survey by car hire comparison website carhiremarket.com.

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carhiremarket.com

Although car hire suppliers typically show low basic rates and add insurance or fuel cost later on, nearly 50% of consumers surveyed found these advertised basic rates misleading, even if it wasn’t a deliberate swindle.

Of the 200 UK consumers surveyed, nearly 45% agreed that hidden cost such as insurance and fuel were “extortionate”. When asked what would improve their car hire experience, customers felt that greater transparency or an all-inclusive up-front price is needed. This would leave them with a better impression of the car hire supplier and increase the likelihood of a return visit.

Although car hire suppliers typically show low basic rates and add insurance or fuel cost later on, nearly 50% of consumers surveyed found these advertised basic rates misleading, even if it wasn’t a deliberate swindle.

The survey put to UK consumers aged 30+ and earning more than 20k, also looked at the most common reasons for hiring a car. With 67% of consumers surveyed citing freedom and independence as their motive and 26% of customers booking because of convenience versus public transport.

Despite the recent growth of consumer rights awareness, the car hire industry still has some issues to address. As a car hire comparison site, carhiremarket.com has a relationship with both the car hire suppliers and the customers who book through the site. On the one hand, carhiremarket make every effort to provide a transparent booking process, explaining all costs and inclusion up-front to assist the customer in making a more informed decision. This information is based on that which is provided by the hire car companies and is standard throughout the industry.

Andrew Shorrock, Product Manager for carhiremarket.com said, "Based on the findings in the survey, carhiremarket.com will be working with suppliers to try and understand their perspective so that carhiremarket can provide some explanations to consumers seeking a more transparent system.”

For further information, the full survey findings can be found here - http://www.carhiremarket.com/blog/post/Car-Hire-Consumers-Agree-On-One-Thing-Car-Hire-Market-Survey.aspx.

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Andrew Shorrock
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