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1、Ahead of the curve how technology is driving the future of the rental car industry The world of travel is undergoing radical change.What is the strategic path for rental car businesses,and will it be a bumpy ride?ContentsForeword.3Methodology.4Report objectives.4Introduction.4I.Industry landscape an

2、d challenges.5The current landscape.5Challenges.6Challenge 1:Evolving customer expectations.6Challenge 2:Emerging business models and players.7Challenge 3:The inefficient customer journey.8Challenge 4:Disruption of supply chain and operations.8Challenge 5:Keeping up with the sustainability curve.9Ch

3、allenge 6:Maintaining agile technology capabilities.9II.Evolving trends:How the industry is shaping up.10Trend 1:The rise of strategic alliances and agile competition.10Trend 2:The evolution of autonomous vehicles.11Trend 3:The developing role of OEMs in the rental car space.12Trend 4:MaaS connectiv

4、ity.12Trend 5:Big data to accelerate the journey.13III.The road ahead for rental companies.14Scenario 1:Same rental business model,new features.14Incorporating AI.14Scenario 2:Partnerships with“born-in-the-cloud”automobile companies.15Scenario 3:Book a journey,not just a car.16IV.Conclusion:Rental c

5、ar companies must take a driving interest in the personal mobility ecosystem.17Final thoughts.18Ahead of the curvehow technology is driving the future of the rental car industry 2ForewordAmadeus and Microsoft have joined forces to help rental car operators power better,smoother,and more sustainable

6、mobility journeys through travel technologies.This paper examines new ways of thinking and new paradigms to consider for the rental car and auto-manufacturing industries,both of which are undergoing rapid change.While the rental car vertical faces many emergent challenges,it also has unprecedented o

7、pportunities that might not be obvious to traditional operators.Together,Amadeus and Microsoft hope to provide insight into how and why rental car companies and original equipment manufacturers(OEMs)should consider connecting to a new travel ecosystem in which mobility as a service(MaaS)will play a

8、leading role.We have interviewed leading industry players,and we share our own technical and industry expertise to help providers deliver best-in-class service to an ever-evolving customer base.Amadeus and Microsoft strive to help traditional operators evolve legacy platforms and better connect to t

9、heir current customers and new travelers worldwide through our experience and expertise in the technology and travel space.Our goal is to provide the rental car industry with information on this opportunity for transformation.Peter Altmann,Vice President,Mobility&Travel Protection,AmadeusJulie Shain

10、ock,Global Leader,Travel and Transport,MicrosoftAhead of the curvehow technology is driving the future of the rental car industry 3MethodologyReport objectivesIntroductionThis research was conducted by Prowess Consulting,Amadeus,and Microsoft.Interviews were conducted with key industry leaders in th

11、e rental car and technology sector between November 2022 and January 2023.Participants included senior management and major decision makers involved in the rental car and technology businesses,encompassing startup,medium-sized,and large enterprises.This paper:1.Highlights how and why the rental car

12、industry is rapidly evolving by providing an overview of the industry landscape and challenges.2.Demonstrates how the industry is evolving through identified trends.3.Explores opportunities for expanding current rental car businesses to align with the future ecosystem vision of mobility via various

13、scenarios.4.Demonstrates how data is critical to the evolution and transformational power of MaaSThe space-age travel conveniences of the futuristic 1960s cartoon The Jetsons are here.A rider simply taps on a smartphone screen to prompt a vehicle to arrive within minutes,and the vehicle already know

14、s how many passengers to expect for the ultimate destination.Drones and smart watches are commonplace,while flying cars and jetpacks are in various stages of development worldwide.Theres no doubt that technology continues to transform every aspect of our lives,and the business model for todays trave

15、l industry is undergoing its own rapid changes.While tech innovation is a factor,its not the only dynamic.The digital transformation of the global travel business is underway,driven as much by demographic,societal,political,environmental,and economic forces as it is by technology.A major transition

16、in mobility is upon us,and how the rental car industry adapts will dictate its future fortunes.Ahead of the curvehow technology is driving the future of the rental car industry 4The current landscapeToday,the rental car sector,a prominent part of the greater travel ecosystem,faces the pressures of i

17、ntense competition and increasing customer expectations,while some operations continue to run on disparate legacy computing models.Those outdated software solutions have older back ends with data residing in silos,which prevents rental car companies from having a holistic view of their customers.Des

18、pite these challenges,there are also significant opportunities for rental car companies to differentiate their operational cultures and expand their businesses in previously inconceivable directions.Two immediate opportunities are the electric vehicle(EV)movement and the global data-infused economy

19、that the rental car business is just beginning to embrace.Those opportunities are also potential pivot points to a new frontier and to seize them,leaders in the rental car sector must expand their view of what a successful business looks like in the rapidly evolving marketplace.The future vision rec

20、ognizes that rental car companies belong to an industry that operates in an innovative and interdependent data-centric ecosystem.A critical emerging factor in the rental car market is MaaS.MaaS is defined as the integration of various forms of transport services into a single,holistic mobility servi

21、ce that is technologically accessible,on demand,to the sustainability-conscious customer.Rental car companies,whether they are aware of it or not,are already positioned at the forefront of this kind of personal mobility ecosystem.Their longstanding brand recognition and operational know-how put them

22、 at a crossroads between OEMs,customers,and urban hubs.There is ample opportunity for rental car companies to make use of data and develop cross-industry relationships to meet tomorrows mobility needs.Industry landscape and challengesMobility as a serviceMaaS gives travelers choice and freedom to us

23、e many kinds of transportation streamlined into a single,on-demand service.It includes options like ride-hailing,car-sharing,scooter-sharing,bike-sharing,and even public transport,all in one tailor-made package delivered through a smartphone app with a single payment gateway for the entire journey.M

24、aaS is a disruptive force because its a more convenient,sustainable solution that should help reduce congestion.And its not just applicable to business or vacation travelersMaaS is a complete lifestyle shift that is dissuading people,especially Generation Z(Gen Z)customers(defined as those born betw

25、een 1997 and 2012),from vehicle ownership,most notably in urban centers.From EV usage and maximizing the use of one automobile by many drivers,to operating vehicles built with recycled parts,MaaS is the force behind a new culture of getting from point A to point B in an affordable,efficient,and sust

26、ainable way.Ahead of the curvehow technology is driving the future of the rental car industry 5Now is the time for industry decision makers to position their businesses to thrive in a technology and data-driven landscape.This emergent rental car terrain can be thought of as a technology-enabled arc.

27、It begins with incremen-tal amenities such as meeting the digital consumers expectations for touchless reservations and payments through a single gateway.It then provides a means by which each consumer is recognized via a personal-ized digital ID,which captures preferences and usage patterns that cu

28、stomize each rental experience.The consumer is empowered during the transportation selection process,such as by the availability of search-able,sortable sustainability metrics that the consumer can use to make an informed decision and book a reservation.Operations take place in the cloud,where secur

29、e data lives and is used to its fullest potential in business-to-business(B2B)and business-to-consumer(B2C)scenarios.This agile model culminates in a fully realized transport ecosystem that incorporates MaaS and might not even involve a rental vehicle at all.ChallengesThe rental car business is in a

30、 state of flux.From the consumers point of view,renting a car can be difficult in terms of time and usage.From the rental car companys standpoint,there are new roadblocks in what used to be a well-understood market model dominated by brand loyalty and pricing competition.Several short-term realities

31、 and challenges affect this travel vertical.Challenge 1:Evolving customer expectationsIn todays consumer-centric culture,people expect a seamless,touchless,friction-free experience.Some rental companies are starting to respond.For example,Hertz takes a customer-first approach in its passenger engage

32、ments.“We provide custom messaging and education on how to operate the rental vehicle,taking the perspective that someone may never have driven that particular model before,especially in the case of an EV rental,”says Jeff Nieman,Senior Vice President,TNC Hertz.“Weve worked hard on the digital front

33、 to provide short reading clips,videos,and QR codes on keychains so the customer can easily learn not just how to use the car,but where to charge it.”Similarly,questions arise around the customer usage of a car.Owning?Renting?Or part-time usage?Customer usage:owning vs.renting or part-time useWith t

34、he cost of private cars rising,consumers are learning that its more cost-efficient to devise a MaaS plan tailored to individual needs.Therefore,rental car agencies can be the vanguard in one of the biggest MaaS trends:a model that is already being adopted,and in which consumers rent a car for an hou

35、r,a week,a month,or a year.“The mobility landscape is undergoing a generational shift,”says Hertzs Nieman.“People are looking for a more shared way of moving around,and its propelled by demographic shifts which will lead to less personal vehicle ownership.”Kyte,a rental car on-demand service operati

36、ng in major US cities,has customers enjoy curbside delivery for specific usage parameters.“We deliver a car on demand for anything longer than a rideshare,”says co-founder Wiedemann.“Our customers,who tend to be ages 2539,simply enter a delivery and return address,select dates and times,and choose a

37、 vehicle,and they can return the car at any address in our service area.”Ahead of the curvehow technology is driving the future of the rental car industry 6or Customer usage:owning vs.renting or part-time use(cont.)Prospective customers go beyond younger drivers.“One of our biggest missions is to en

38、gage with people who dont have their own car and prove that they dont need one,”says Susan Anderson,Global Head of Uber for Business.“Young people already know that Uber offers a stress-free and seamless experience,but we know our platform can also help other demographics.”In one example,Uber has en

39、tered into strategic partnerships with healthcare providers.“One way were proving that a car isnt always needed is in the way weve broken down barriers to healthcare by providing ride options for patients without cars,”Anderson states.Clearly,new models and paradigms of car ownership are not outside

40、 of the realm of possibility any longer.Challenge 2:Emerging business models and playersNew business models and influential players are competing with the rental car industry,spanning a range of options from ride-hailing apps to car-sharing services to car subscriptions.Ride hailing:Both business an

41、d leisure consumers have demonstrated a willingness to replace traditional car rentals with ride-hailing services like Uber and Lyft.Even within the ride-sharing category,there are several options that meet the needs of short,in-city trips with a distributed car fleet.Car sharing:This type of car sh

42、aring enables car owners to offset the costs of their vehicles by renting them to other people when they are not using them.For example,the Swedish company Lynk&Co has a wildly popular car-sharing membership that has surpassed company expectations.“In 2021,we had forecast for 9,000 members by year-e

43、nd.We concluded the year with 98,000 instead,”says CEO Alain Visser.The company saw its membership almost double that number at the end of 2022,with 170,000 members.Car subscriptions:Instead of committing to a long-term purchase or lease,car subscriptions allow consumers to pay a monthly fee for acc

44、ess to a vehicle,often including maintenance and insurance.This model provides greater flexibility and convenience for drivers who might not want to be tied to a particular car or brand for an extended period.In addition,some providers offer shorter-term options,such as one-month subscriptions,thus

45、tapping into the traditional car rental market.Ahead of the curvehow technology is driving the future of the rental car industry 7Challenge 3:The inefficient customer journeyAfter a long-haul flight,business and leisure travelers want and expect a smooth car rental process.But then reality bites:lon

46、g wait times at the counter(which can even occur when a customer has enrolled in counter bypass),repetitive paperwork,pressure to buy additional services like insurance,a complex pick-up process,and the inconvenience when a pre-booked automobile is suddenly unavailable.These factors can render the e

47、ntire process excruciating,and overall customer satisfaction is declining.As an industry,the rental car business has one of the lowest Net Promoter Scores(NPSs)of any business.Because legacy IT systems might keep customer data siloed,there is no way to personalize the experience,and therefore custom

48、ers see little difference or preference among rental car companiesexcept for price.However,governments are digitizing processes in ways that can improve the customer experience.In 2022,the European Commission(EC)announced the impending launch of four large-scale pilot programs to test the deployment

49、 of the European Digital Identity Wallet,part of an overall development of trusted digital personas that can be used throughout the European Union(EU),including“smart”digital drivers licenses.To help drive the initiative forward,Amadeus is part of a digital drivers license consortium with major car

50、rental companies to ensure that car rental specificities are considered in rental car pick-up flows,including EU cross-border scenarios.Challenge 4:Disruption of supply chain and operationsSignificant problems for the rental car industry began when companies sold off massive portions of their fleets

51、 at the beginning of the global COVID-19 pandemic.In addition,factories worldwide were forced to close,interrupting the production of microchips needed for electronic devices,laptops,and cars.The pandemic also closed ports,which further disrupted the supply chain.Because of inventory shortages,renta

52、l car companies are keeping vehicles longer,resulting in rental cars that clearly exhibit more wear and tear and require more maintenance.Operationally,these disruptions can leave rental car companies more inefficient than they should be.With fewer auto options,older models,and higher prices thanks

53、to demand outweighing supply,there is less overall customer satisfaction.Ahead of the curvehow technology is driving the future of the rental car industry 8Challenge 5:Keeping up with the sustainability curveCustomers today are considering the environmen-tal impact of their lifestyle choices,and thi

54、s mindset extends to travel planning and mobility.According to a 2021 Amadeus study,two-thirds of consumersboth business and leisure travelersconsider sustainable travel a priority.The industry has responded in kind.For example,the International Air Transport Association(IATA)has committed to net ze

55、ro emission by 2050.In 2022,the European Commission mandated that all new cars and vans registered in Europe must be zero-emission by 2035.This mandate is part of the trade blocs broader“Fit for 55”plan,which aims to reduce the EUs net greenhouse gas emissions 55 percent by 2030 from 1990 levels.Lik

56、ewise,California and New York in the United States announced a similar sales ban on gas-powered automobiles by 2035.Other states are expected to follow suit.Challenge 6:Maintaining agile technology capabilitiesExisting legacy IT systems struggle to keep up with the pace of technological evolution.Wi

57、th mergers and acquisitions in the rental car industry,there are rich volumes of customer and usage data living on both cloud-based and on-premises servers,yet most of these systems do not connect seamlessly.By updating and consolidating these systems,companies can more easily monetize that data.Ano

58、ther aspect of the car rental experience that requires agile technology is convenience.From in-vehicle infotainment and navigation to ridesharing and on-demand mobility servicesplus touchless reservations and paymenteasy vehicle connectivity is top-of-mind for todays consumer.Automobiles are no long

59、er simply a way to travel from point A to point B;they are becoming extensions of consumer digital lifestyles and catalysts for change in what society expects mobility to mean in the future.Uber for Business helps corporations with sustainability tools“Clients using Uber for Business can see where t

60、heir employees are traveling,set controls,and gain visibility into carbon emissions,”says Susan Anderson,Global Head of Uber for Business.By giving companies the ability to track carbon emissions data and report on how frequently employees use low-emission trips,Uber is helping organizations manage

61、their ground transportation carbon emissions.”“We think its crucial data for our clients,”says Anderson.She says Uber can help businesses achieve their sustainability goals even before they consider the costs.“Were not just in the business of measuring,but were also providing solutions such as Uber

62、Green,which gives travelers the option to book 100 percent electric vehicles in most major cities.”Technology makes journeys as easy as possible“Our customers have come to rely on that Uber magic,”adds Anderson.“Technology is the bread and butter of what Uber does.We have algorithms to minimize the

63、amount of left-hand turns a vehicle must make,for example,to connect passengers and drivers to each other quickly,reliably,efficiently,and affordably.”Startups are nimble at providing these touchless experiences as expected by customers in all industries.In the car industry,customers are seeking mor

64、e digital control over their vehicles and embracing the agile,flexible convenience that technology brings.Ahead of the curvehow technology is driving the future of the rental car industry 9Trend 1:The rise of strategic alliances and agile competitionBusiness models are shifting the emphasis from har

65、dware to software,and from product-centric approaches to service-and customer-centric strategies.As with so many other industries(such as restaurants and retail),service and convenience rule the day for rental car companies.Customers have increasing power to choose the make and model they desire,eve

66、n bypassing the rental car company altogether.Unexpected and innovative partnerships such as the Hertz-Tesla affiliation,the Uber-BMW promotion,or Turos“Drive to Table”partnership with Michelin-starred restaurants have demonstrated ways to launch new products and services;build existing and new cons

67、umer loyalty;and derive new revenue streams.Swedens Lynk&Co has completely re-envisioned how people use cars and how car-related services are provided.In 2022,the company joined forces with insurance company Allianz Partners to offer new mobility insurance for month-to-month members across Europe.Fo

68、r several years,Lynk&Co has partnered with Ericsson on the Ericsson Connected Vehicle Cloud car-sharing platform,which enables a car owner to remotely grant access to their car via a smartphone.Using the Lynk&Co app,owners can control,monitor,and share their vehicles from their smartphones or direct

69、ly from their cars.Lynk&Co reaches customers with a membership-based approach.“We like to call ourselves the Netflix of the car industry,”says Alain Visser,the companys CEO.For a flat monthly fee,members can access a car on a flexible,month-to-month basis and share the car with friends,family,and th

70、e Lynk&Co community.“We are trying to turn the industry upside down,”Visser states.“Everything is included in the monthly fee,including service and warranty.The software of the car app also allows users to share it,like an Airbnb model.The more the vehicle is shared,the lower the cost is for all.”An

71、other perk of membership:Lynk&Co social clubs in major European capitals where members can meet and socialize.Online car-sharing companies like Turo give customers transparency about all cars available by location and date,letting them choose among cars shared by local hosts.For these drivers,its im

72、portant that the platform is easy to use,offers spontaneous availability,and doesnt require refueling the vehicle before returning it to its owner.Other providers offer rental cars on demand,with the added flourish of door-to-door service.“We put a virtual garage in everyones pocket through our app,

73、”says Francesco Wiedemann,Co-Founder of Kyte.“We provide access to a variety of cars at the touch of a button and deliver it to your front door.When you no longer need it,we pick it up wherever you are and the car disappears back into your virtual garage.”Make no mistake:asset-light companies like T

74、uro,friendly pay-as-you-go Lynk&Co,and Kytewith its valet delivery serviceare now competitors for traditional rental companies.Evolving trends:How the industry is shaping upTraditionally,rental car companies have competed among themselves for the same market share.But now the entire industry faces t

75、rends that could radically and permanently widen the landscape.Instead of competing for a larger share of the same pie,there is now an opportunity to garner a larger share of a much bigger pie.Ahead of the curvehow technology is driving the future of the rental car industry 10The use of autonomous v

76、ehicle(AV)fleets in constrained and well-defined environments is a near-term possibility.Many vehicles on the road today already offer driver-assistance technologies,making the arrival of completely autonomous vehicles inevitable.“It took 100 years to evolve from an internal combustion engine to an

77、EV,”says Hertzs Nieman.“But I dont think its going to take 100 years to get to fully autonomous vehicles.”According to Nieman,the technology is much closer,with plenty of autonomous vehicle use cases already in Japan,China,and the United States.“Autonomous vehicles will further propel shared use and

78、 mobility models,”Nieman says,“reducing the need to own a vehicle.”Autonomous cars will optimize where people are in relation to where the cars are,and vehicles can be dispatched to move people around,he says.In 2022,Uber announced partnerships with several autonomous development companies,including

79、 Aurora,Motional,and Nuro.“We have strong aspirations of where well be with AVs in terms of transportation and deliveries by 2030,”says Noah Zych,global head of Uber autonomous mobility and delivery.“AVs dont care about a pickup far from an urban core.In this way,AVs unlock different types of trips

80、that drivers dont necessarily want,such as a 3 a.m.airport pickup.”The Eclipse software-defined vehicle(SDV)community has created a cross-vertical platform for the development of innovative automotive-grade in-car software stacks that brings diverse players together.In addition,the MaaS Alliance is

81、a public-private partnership platform working to establish the foundations for MaaS that engages transport operators,service providers,public authorities,and users.The alliance aims to establish a common approach to MaaS by unlocking the economies of scale needed for successful implementation and ad

82、option of MaaS in Europe and beyond.Car manufacturers General Motors(GM)and Cruise have also partnered with Microsoft to make use of the Azure cloud platform for data storage and artificial intelligence(AI)/machine learning(ML)capabilities.As part of the long-term strategic relationship,Microsoft lo

83、oks to accelerate the commercialization of Cruises autonomous EVs for a“future world of zero crashes,zero emissions,and zero congestion,”as stated by GM Chairman and CEO Mary Barra.Trend 2:The evolution of autonomous vehiclesAhead of the curvehow technology is driving the future of the rental car in

84、dustry 11Trend 3:The developing role of OEMs in the rental car spaceSome OEMs are now beginning to regard themselves as not only automobile manufacturers,but also as mobility solution providers.Theyre meeting their end users where they are and learning their preferences via customer-engagement data

85、gleaned from rental car companies.OEM leaders realize that to protect the traditional business of selling cars,they must reach customers in new ways.Polestar,a Swedish EV brand,teamed with US-based Hertz in 2022 to commit to delivery of more than 65,000 EVs to Hertz,which already offers customers Te

86、sla EVs.“Our partnership with Hertz is an exciting milestone that provides the opportunity for a significant number of potential new customers to experience an EV for the first time,and it will be in a Polestar,”said Thomas Ingenlath,Polestars CEO.While not much can be changed in a purchased vehicle

87、 throughout its seven-year lifecycle(on average),telematic solutionswhich blend telecommunications and informatics to gather data that improves the drivers experiencesupport a shift from a hardware-driven customer relationship to one thats software driven and that integrates the offline and online w

88、orlds.For example,over-the-air(OTA)updates are wireless software improvements that can upgrade a cars software with additional(or more accurate)functionality and feature settings.OEMs can quickly,conveniently,and automatically issue operating system(OS)refreshes to a vehicle in the same manner that

89、a smartphone receives updates from its provider.This OEM business model could significantly impact rental car businesses as OEMs are positioning themselves to become dominant players in the MaaS economy.Trend 4:MaaS connectivityMaaS is a transformational phenomenon that offers a convenient and susta

90、inable alternative to private car use.Delivered as a single service,MaaS enables city-based trip planning,cost comparisons,and purchasing.According to market researcher Reports and Data,the MaaS market will expand more than eightfold over the next few years,from approximately$42 billion US dollars(U

91、SD)in 2018 to$372 billion USD by 2026.Consider the European app Whim,which integrates public transportation,short taxi rides,car rentals,and bike shares all in one app.Users can purchase services as one-offs within the app,or they can purchase a package with unlimited public transit rides,flat-fare

92、taxi and car rentals,and 30-minute bikeshare rides.Instant System is another platform that provides MaaS solutions in collaboration with transport authorities and operators to meet the daily mobility needs of cities.Automobile-restrictive regulations in major cities around the world will accelerate

93、the MaaS trend to decongest cities overburdened by traffic.In Paris,the first Sunday of each month is designated as a car-free day,and the city of Rome has committed to banning diesel vehicles from the city center by 2024.These urban customer usage patterns support the expanding MaaS marketplace and

94、 the parallel effort to reduce city traffic.The options of public transit,ride hailing,ride sharing,car sharing,and bike sharing are coming together to create a crowded,competitive MaaS market.Ahead of the curvehow technology is driving the future of the rental car industry 12Data will increasingly

95、drive many functionalities,such as offering a searchable,sortable database for consumers to refer to as they book transportation that meets their expectations.For rental car companies,the use of big data and business intelligence technology will allow them to optimize their fleets in terms of use,se

96、rvice,and customer retention.Additionally,it will reveal metrics that enable companies to not only forecast future usage patterns but also provide personalized customer experiences.“Most likely,there will be much less physical counter presencedata will be used so consumers can access their automobil

97、e in a keyless,counterless manner through an app,”says Jehan de Th,Group Public Affairs Director at Europcar Mobility Group,and a MaaS Alliance(Europe)board member.“The Europcar app will tell customers the location of their car in the parking lot and provides an image.”Europcar is also considering h

98、ow to make use of customer data for the greater movement toward MaaS.“We are willing to share data with cities and public transport authorities to help them with their mobility plan,”explains de Th.“Data is a way for rental car companies to be embedded in a solution as part of the travel and tourism

99、 industry and not stand alone.”SIXT SE,an international mobility service provider whose business encompasses car rental,sharing,ride-hailing,and subscriptions into one service,uses data to manage its fleet.“Data-driven insights help us in general create the best possible experience for our customers

100、,”says SIXTs Chief Business Officer Vinzenz Pflanz.“For example,by making sure that the right vehicle is at the right place at the right time.”Data insights can also support an improved,more individualized experience at the customers request.“We can imagine a scenario where a traveler sets a seat po

101、sition and programs their preferred radio stations in one of our cars,and the next time they rent from any SIXT location,those seat and radio station settings,and even the climate controls,can be pre-set,”says Pflanz.Its clear that partnerships between a technology company,app,or digital system can

102、provide insights into the rental car industry.For example,Amadeus uses forward-looking booking and search data to enable rental companies to optimize fleet planning and revenue-management capabilities.Beyond the rental car vertical,Amadeus can also forecast travel patterns by looking at airline book

103、ing information and hotel occupancy data to understand the true performance of destinations.There are also programs that standardize data sharing between mobility providers.The overarching goal of facilitating data aggregation and exchange is key to enhancing seamless travel and multimodality/interm

104、odality and applying a sustainability approach to smart cities.In Europe,EONA-X is a dedicated data space for mobility,transport,and tourism,developed along the lines of the Gaia-X interoperable digital governance initiative,in which Amadeus participates.Similarly,PrepDSpace4Mobility is laying the f

105、oundation for a secure and controlled way of pooling and sharing mobility data across Europe.Trend 5:Big data to accelerate the journeyAhead of the curvehow technology is driving the future of the rental car industry 13Scenario 1:Same rental business model,new featuresIn this scenario,rental car com

106、panies continue in the way they currently operate,but with touchless,hyper-personalized“white-glove”customer service based on data.For example,companies can offer tailored options that go beyond size and model,such as car color,seat position,pre-set audio playlists,sustainability metrics,and even au

107、tonomous delivery to the curb when a passenger arrives at a transportation hub.A digital pre-validation of their drivers license and the use of payment methods such as digital wallets would reduce the need for customers to stand in lines and bypass the rental counter.In this model,a digital identity

108、 allows the customer to simply enter the vehicle and drive away.In late 2022,Amadeus announced its investment in urban mobility innovator Eccocar to help accelerate experimentation that will ultimately enable digital IDs and keyless car rentals across multiple brands.The investment will allow Amadeu

109、s to offer additional mobility options beyond car rental and pre-arranged transfers to customers across its global platforms.In the long term,the flexible nature of Eccocar will allow more seamless travel use cases along the end-to-end journey.Incorporating AIBy working data analytics and AI into op

110、erations,rental car companies can make use of data for business operations such as fleet utilization to improve profit margins.Those that invest in IT infrastructure capable of harnessing data from legacy systems stand to increase efficiency substantially.These companies can use emerging technologie

111、s to perform operational tasks such as rapidly inspecting vehicles for damage,cleanliness,fuel and mileage levels,and service records to ensure that the vehicles are in optimum working order.The road ahead for rental companiesThe ultimate question facing rental car companies is how to address the al

112、tered business landscape and stay competitive.Three potential scenarios arise as to how the landscape might shift,requiring all those in the industry to adapt.ChatGPT brings a variety of new business capabilitiesThe introduction of the large language AI model ChatGPT helps companies with tasks such

113、as summarizing content from different data sources,generating marketing email copy,and even helping with software programming.The rental car industry can benefit with more personalized booking experiences through concierge-style services that start long before the customer arrives at their destinati

114、on.Other capabilities include the following:Bot-delivered and AI-delivered services enable unprecedented economies of scale and scope to provide improved customer experiences,better service quality,and higher levels of employee productivity.AI-powered chatbots can increase customer loyalty with bett

115、er and faster problem resolution.In one study,chatbots resolved 80 percent of customer problems during the first interaction.16 The chances for customer retention automatically increase with these positive experiences.Ahead of the curvehow technology is driving the future of the rental car industry

116、14By adopting new technology-based approaches,rental car companies can also optimize staff levels,especially to scale those levels up or down to handle customer-centric services.Optimal database management and data-exchange capabilities will allow rental car companies to implement more personalized

117、customer experiences,thus enhancing their efforts to increase brand loyalty and potentially boost ancillary sales.Scenario 2:Partnerships with“born-in-the-cloud”automobile companiesRental car companies can provide companion services for born-in-the-cloud automotive manufacturers like Tesla,Polestar,

118、Fisker,and Nio that maintain virtual dealerships and do not own(or own few)facilities for service maintenance or car resales.This scenario requires diversifying in several ways.For rental car companies,theres an opportunity to configure vehicles based on usage models that meet customer demands,resul

119、ting in flexible leasing and financing.Rental car companies can also protect drivers from economic fluctuations.“SIXT has longstanding relationships with the OEMs and is a reliable purchasing partner of vehicles.This is valid in times of under-as well as overproduction,”says SIXTs Pflanz.“Thats why

120、SIXT can offer its customers an almost stable price level,depending on product.”OEMs also have an opportunity to reimagine their business-to-business(B2B)strategies by including autonomous and low-emission vehicles in their offerings to service providers.While such a shift requires agile decision ma

121、king,the reward is that OEMs gain more direct and frequent access to customers,providing a better understanding of customer preferences and continuous improvement of the end user experience.The lynchpin to enabling this scenario is software providers,who can assist rental car companies by helping th

122、em grow with new operating models and become leaders within their industry.For example,a Microsoft and Amadeus model could develop new technologies to help car rental companies to move off their legacy IT platforms.In such a partnership,Microsoft could offer cloud solutions and IT components,while A

123、madeus would bring its deep travel-industry knowledge and IT expertise.“OEM and cloud-based company partnerships are a win-win.We need cars,and the OEMs know the world is changing.Their dealerships used to be their entry to customers.But in the new world,companies like Kyte are the entrance to custo

124、mers.The benefit for an OEM to work with us is our data-sharing capabilities.They can use us as a marketing channel for promoting cars within certain demographics.”Francesco Wiedemann,Kyte co-founderAhead of the curvehow technology is driving the future of the rental car industry 15A customers relat

125、ionship to EVs would likely begin with renting a car.The rental car company partnering with a cloud-based car OEM might be incentivized to offer additional services for these new,digitally connected EVs.Rental companies are likely already in the business of selling their vehicles every 12 to 24 mont

126、hs,so the rental company in this scenario could offer these selling services to the original OEM.In addition,the rental c ompany could offer innovative new business services such as car subscriptions.In this model,the customer rents a car and likes it so much that they become a “vehicle subscriber”f

127、or a defined period of time(18 months to two years),with the subscription including insurance and maintenance.Scenario 3:Book a journey,not just a carMembers of Gen Z,particularly in high-density urban areas,are redefining transport as a mobility culture.Seventy percent of Gen Z dont have a drivers

128、license,and 30 percent of them have no intention of ever obtaining one.In this scenario,transportation and technology are s ynonymous,delivering on the promise of MaaS.The rental car company transforms itself into a multimodal MaaS operator,providing a service that complements its existing rental bu

129、siness.Rental companies could become the conduit for customers to book and pay for multimodal journeys,which can lower capital expenditures(CapEx)and increase margins using generated data.For travelers,a MaaS app can be used to plan,book,and pay for a journey,which might or might not include a renta

130、l car.The app serves as a unified gateway that nimbly creates and manages the trip,including combining costs into a single payment.The fee might be charged per trip,or it might be a monthly charge based on a limited or predetermined distance.The booking is entirely based on customer preferences for

131、service period,destinations,sustainability,and/or price.During journey planning,AI can help incorporate the appropriate and available combination of transportation modes.SIXT currently offers this service,combining rental,sharing,and subscriptions into one service,which results in higher per-vehicle

132、 utilization and greater profit margin.“The automobile industry has been doing the same thing for more than 100 years:building cars,then selling them to dealerships,”says Lynk&Cos Visser.“Why cant mobility be more of an experience,rather than a single product?”Rental companies are well positioned fo

133、r MaaS leadershipRental car companies play a unique and important role in making this scenario a reality:Partnering with urban transport authorities to deliver seamless mobility services with subsidized prices Using adjacent services as core business tactics (such as data monetization,cross selling,

134、and hyper-personalized offers)Applying their established asset-management expertise to other car fleetsAhead of the curvehow technology is driving the future of the rental car industry 16The possibilities for transformation in the rental car business are numerous and exciting.Its clear that technolo

135、gical advances are impacting business models,operational processes,and the customer experience.Rental car operations must take a marketplace strategy that considers these advances.The mobility ecosystem sits at the intersection of transportation and technology.It will be driven forward by technology

136、-enabled capabilities that continue evolving at lightning speed.Consumers are beginning to consider the automobile as a smartphone on wheels,and the rental car industry should approach their business accordingly.To create loyal customersand improve the ratings that customers give the rental car comp

137、aniesthe entire rental process and the full range of automobile capabilities must become more software-defined.This cultural shift is a matter of convenience,safety,efficiency,loyalty,and necessity for all stakeholders,and it benefits all of them significantly.Conclusion:Rental car companies must ta

138、ke a driving interest in the personal mobility ecosystem“There is a massive opportunity for companies to be a backbone to provide the assets and the means for customers to access transportation without car ownership,where and when they want it,”says Hertzs Nieman.“But there is one thing that will re

139、main truewhether were discussing EVs,scooters,or autonomous means of transportsomebody will need to own them.”Key takeaways for the rental car industry in the future of mobility More business to go around:Rental car companies will not be competing for pieces of current market share as they know itth

140、ey will compete for a greater share of a bigger opportunity.Rise of new disruptive players:Ride sharing,ride hailing,and MaaS are challenging traditional car rental models.Not only are these transportation alternatives often less expensive and more eco-friendly than renting a car,theyre disrupting t

141、he established marketplace with fresh ideas and advanced technology.Sustainability is a selling point:Ride-sharing and rental car companies are already empowering consumers with more responsible and sustainable transportation options.Sustainability is an increasingly important factor in customer dec

142、isions,rather than an afterthought.Ahead of the curvehow technology is driving the future of the rental car industry 17Final ThoughtsRapidly evolving market dynamics will drive the rental car industry to shift its perspective from a vertical-centric view to an ecosystem approach.And Amadeus and Micr

143、osoft are working together to develop technologies that will support the industry so that it not only survives but thrives.“The most successful companies will navigate this change by developing unexpected transportation and MaaS partnerships,and by prioritizing data sharing in the domains of digital

144、 identity,authentication,and sustainability metrics,”says Amadeus VP Altmann.“This is how rental car companies will be able to differentiate themselves from their competitors and help ensure their continued success.”“Rental car companies and the travel industry as a whole must have a moment of unity

145、 to embrace the future of a shared data-driven ecosystem of mobility services across the entire travel vertical,”says Julie Shainock,Global Leader,Travel and Transport,at Microsoft.“Moving from a walled garden of ones data to a more open public park lets companies embrace this new data sharing ecosy

146、stem,which ultimately assists in driving not only a better,frictionless customer experience but also increases operational efficiency.“Coupled with our commitment to maintaining customer trust by protecting identity through all the endpoints as part of our Zero Trust principles,”she continues,“this

147、technology will empower our rental car partners to enable new innovations that will make the ride ahead a much smoother one.”Ahead of the curvehow technology is driving the future of the rental car industry 181 USA Today.“Want a new car?Ownership costs are way up,so plan to spend about$900 a month o

148、n it.”August J.D.Power.“2022 North America Rental Car Satisfaction Study.”October European Commission press release.“Commission proposes a trusted and secure Digital Identity for all Europeans.”June 2021.https:/ec.europa.eu/commission/presscorner/detail/en/ip_21_2663.4 Amadeus.“77%of travelers want

149、to travel in the next year,with Europe reigning as top destination,research shows.”October 2021.https:/ Reuters.“EU approves effective ban on new fossil fuel cars from 2035.”October 28, State of California Air Resources Board.“Resolution 22-12,Advanced Clean Cars II Regulations.”August 2022.https:/w

150、w2.arb.ca.gov/sites/default/files/barcu/board/books/2022/082522/pro-res22-12.pdf.7 Gizmodo.“New York to Ban New Gas-Powered Vehicles,Following Californias Lead.”September 2022.https:/ Hertz.“Hertz Partners with Uber to Add Up to 50,000 Teslas to Uber Network by 2023.”October 2021.https:/ Uber.“Upgra

151、de Your Ride with the All-New BMW 7 Series.” Turo.“Score a weekend package at a Michelin-Starred restaurant.”October 2022.https:/ United States Department of Transportation.“Automated Vehicles for Safety.”www.nhtsa.gov/technology-innovation/automated-vehicles-safety.12 Uber.“Shaping the future of tr

152、ansportation and delivery.” Business Wire.“Polestar begins delivering on 65,000 electric vehicle partnership with Hertz.”June Reports and Data.“What MaaS Really Means for Automakers.”August 2019.www.tu- Business Insider.“15 major cities around the world that are starting to ban cars.”January Zinrelo

153、.“Artificial Intelligence&Machine Learning Powered Loyalty Programs.”September Allison+Partners.“The Birth of Mobility Culture.”March of the curvehow technology is driving the future of the rental car industry 19Amadeus is a technology innovator that connects the entire travel ecosystem at every sta

154、ge of the journey.Amadeus offers the hospitality industry solutions for reservations,sales and catering,property management and operations,all focused on a better end-to-end experience for guests,employees,managers,owners and partners.Microsoft(Nasdaq“MSFT”microsoft)enables digital transformation fo

155、r the era of an intelligent cloud and an intelligent edge.Its mission is to empower every person and every organization on the planet to achieve more.2023 Microsoft Corporation.All rights reserved.This document is provided“as-is.”Information and views expressed in this document,including URL and oth

156、er Internet Web site references,may change without notice.You bear the risk of using it.This document does not provide you with any legal rights to any intellectual property in any Microsoft product.You may copy and use this document for your internal,reference purposes.Ahead of the curvehow technology is driving the future of the rental car industry 20