The way people travel is changing fast—and not just for hotels. The Global Hotel Alliance’s latest report on 2026 travel trends reveals shifts in traveler behavior that will ripple across the entire travel ecosystem, including car rentals. For revenue managers in the car rental industry, understanding these trends is crucial for adapting pricing, loyalty programs, and customer engagement strategies.
1. Travelers Are Prioritizing Personal and Meaningful Trips
By 2026, travelers plan to take an average of six personal trips per year, compared to just four for business. This shift means more leisure-driven demand, with customers seeking experiences that align with their values and lifestyles. For car rental operators, this translates to:
- Higher demand for flexible, leisure-friendly rental options (e.g., weekend specials, family packages, or eco-friendly vehicles).
- Opportunities to partner with hotels and local experiences to offer bundled deals, tapping into the growing desire for seamless, value-aligned travel.
2. Loyalty Is Evolving: From Transactions to Lifestyle
Loyalty programs are no longer just about points or discounts. Travelers now expect recognition, a sense of belonging, and rewards that fit their lifestyle. The Global Hotel Alliance’s Discovery program, for example, has seen an 11% increase in room nights and a 15% revenue boost by expanding beyond hotels to include cruises and restaurants, proving that cross-sector partnerships drive engagement and spending.
Actionable Insight - Car rental companies should consider:
- Expanding loyalty benefits to include local experiences, partnerships with airlines or hotels, or even non-travel perks (e.g., discounts at popular attractions).
- Personalizing offers based on customer travel patterns and preferences, not just rental history.
3. Sustainability and Social Responsibility Are Non-Negotiable
Travelers are increasingly sensitive to sustainability. Hotels are racing to certify their properties and reduce emissions, and car rental customers are no different. Expect growing demand for:
- Electric and hybrid vehicles, with clear communication about their environmental benefits.
- Transparent carbon offset options at checkout.
- Partnerships with eco-certified hotels or tour operators to appeal to conscious travelers.
4. The Rise of the “Bleasure” Traveler
The line between business and leisure travel continues to blur. More professionals are extending work trips for personal time, creating demand for:
- Flexible rental periods (e.g., hourly, daily, or weekly rates).
- Convenient pickup/drop-off locations near both business hubs and leisure destinations.
- Value-added services like in-car Wi-Fi, local guides, or productivity tools for remote workers.
What This Means for Your Revenue Strategy
- Dynamic Pricing: Adjust rates based on the new leisure-heavy travel calendar, with peaks around personal travel seasons.
- Loyalty Innovation: Move beyond traditional rewards. Consider tiered memberships, experiential perks, or partnerships that add value beyond the rental.
- Sustainability as a Selling Point: Highlight your green fleet and responsible practices to attract and retain eco-conscious customers.
- Bleasure Bundles: Create packages that cater to both business and leisure needs, such as “work-from-anywhere” vehicle setups or city exploration guides.
The Bottom Line
The 2026 travel landscape is all about personalization, purpose, and seamless experiences. For car rental operators, this means rethinking loyalty, pricing, and partnerships to meet the evolving needs of the modern traveler. Those who adapt will not only capture more bookings but also build lasting customer relationships in an increasingly competitive market.
How is your car rental business preparing for these shifts? Are you seeing similar trends in your customer data?
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This post is based on the latest insights from the Global Hotel Alliance’s 2026 travel trends report, adapted for car rental revenue managers.
