ExpressITech Helps Independent Business Owners Thrive In The Online Rental Marketplace

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Big players like Budget, Avis, Enterprise and Hertz can afford to develop custom reservation systems for the online rental marketplace. To succeed in this competitive environment, independent players need the help of the recently launched

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For me that means my customers come back to us.

It's a common saying among Internet advocates that the web has "leveled the playing field."

In theory, it works this way: thanks to search engines like Google, information has been democratized. The big companies in every industry are no longer guaranteed preferential treatment over the smaller players. Every website can be found, and every service will find their audience eventually.

In reality, recent developments in the online marketplace paint a much different picture. Just ask Jesse Hubbard, owner of Rugged Rentals in Salt Lake City. After 15 years in the car rental industry, he knows the difficulty of getting his website and inventory to be noticed on the web.

"It's difficult to compete with the big franchises," says Jesse. "They have huge budgets to guarantee visitors to their websites."

In addition to marketing his website, Jesse must compete with the custom reservation systems that cost tens of thousands of dollars to build from scratch.

Big players like Budget, Avis, Enterprise and Hertz, with their thousands of franchises, can afford that sort of price tag. Jesse is faced with developing his own system for his specific market, mostly SUVs, vans and pick-ups that travel through the tough country around Salt Lake City, Utah.

This scenario is familiar to Stanley Levy, who faced exactly the same dilemma over 10 years earlier. As the owner of his own independent car rental agency, he wanted to break out of the mold, and gain greater exposure to a broad client base. At the time, there was no efficient way in which this elusive clientèle could be accessed on the Internet.

How could Stan, and other independent rental operators like him, gain wide-spread representation on the web? And how could he make it easier for prospective renters to access rental information, and ultimately make a reservation?

Stan's answer was to create Car Rental, a forerunner in the online reservation business in Y2000.

The assembly of a wide range of network associates, all of whom offered their rental inventory online at the Car Rental website created a highly profitable, independent rental market that previously did not exist. Suddenly, any independent rental agency owner could add online reservations and tap into the wide reach of the Internet at a fraction of the cost.

Jesse knows how the quality of reservation system is vital. Rugged Rentals relies on Car Rental Express's custom Revolution reservation system to make sure his vehicles are accurately represented online.

All seven of their vehicle categories can be shown on their website with photos of the "real" thing. Renters are assured that the vehicle they are shown is exactly the one they are renting, not just one that is similar (a common practice on larger agency websites).

"Our customers complement us on how easy it is to reserve a vehicle with us. In their words they say the search (function) on the main page was quick and that completing the reservation was slick, concise, and that the process works well," says Jesse. "For me that means my customers come back to us."

Now Car Rental Express is entering a new evolutionary phase.

The company has been relaunched as, in order to offer their reservation technology as a standalone application. Officially dubbed "Revolution" the technology will be available to all industries that need a effective online solution for reservations, including hotels, boats, and equipment rentals.

"At ExpressITech, our mantra is to serve both the rental company and the renter," says Stanley Levy, reflecting on the road taken since he founded the company. "Revolution has grown organically from real-world suggestions from independent rental operators. We're proud to offer it to other rental industries."

About is a private company dedicated to provided innovation for the online reservation industry.


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