Alison Guillot
Originally published to Amadeus Insights
By: Peter Altmann, Vice President, Mobility & Travel Protection, Amadeus
Every step we take and every mile we drive holds meaning. Mobility is more than just moving from one place to another – it’s the heartbeat of modern travel. It shapes the experiences that define our journeys and leaves a lasting impact on the world around us.
In our recent Travel Dreams survey, we explored how technology is transforming not just the way we travel, but the way we think about travel. Journeys are becoming smarter, more seamless and increasingly sustainable. The road ahead is paved with innovation, offering a new vision for how we explore the world.
Car Hire Remains Essential – But Booking Habits Are Changing
Car hire continues to be a key part of travel for many – unlocking the freedom to explore off-the-beaten-path destinations. Our Travel Dreams data confirms this: nearly three-quarters of travelers have booked car hire as part of a trip abroad.
But how they book is changing. While 36% of travelers say they found the best value by booking directly with rental companies, 27% bundled car hire with hotel stays and 15% booked through airlines. These numbers show a growing shift towards integrated travel experiences.
Travelers are increasingly drawn to the convenience and savings offered by bundled services. This presents a significant opportunity for hotels, airlines and travel providers to diversify their offerings and deliver a more streamlined, user-friendly booking experience. At Amadeus, we’re committed to enhancing the connected journey – bringing the entire travel ecosystem together through our advanced capabilities and travel intelligence. Our mission is to ensure every step of the traveler’s journey is integrated and effortlessly connected.
Sustainability Matters – But So Does Simplicity and Convenience
Today’s travelers are increasingly prioritizing sustainability when selecting car hire providers. In the past five years, the proportion of travelers who consider access to electric or hybrid vehicles a key factor has jumped from 18% to 25% – a nearly 40% increase. Meanwhile, the appeal of gasoline powered cars is waning, with only 22% now viewing them as important, down from 27% over the same time period.
However, offering sustainable vehicles alone isn’t enough. Travelers also want ease. For example, a lack of clear information about electric vehicle charging points can be a dealbreaker – 32% of travelers say that not having access to this information would prompt them to consider other providers.
The takeaway is clear: while sustainability is increasingly valued, travelers still prioritize ease and clarity, and features like flexible drop-offs and transparent digital processes are quickly becoming essential.
From Paperwork to Personalization: The Power of Tech
We’ve all experienced the frustration of renting a vehicle only to be face a pile of paperwork, arriving to pick up a car that’s suddenly unavailable, or stepping off flight only to be met with a long, slow moving queue at the rental counter. These outdated systems no longer meet the expectations of the modern traveler.
However, technology is transforming the car hire experience, and if there’s one word that sums up this shift, it’s seamless.
Imagine an intuitive app or website that clearly displays vehicle options, pickup and drop-off points and real-time availability. Picture AI-powered recommendations that match travelers with the ideal car based on trip details or virtual vehicle tours that let customers explore features before they even arrive. These innovations are quickly becoming a reality.
Travelers now expect car rental experiences to be efficient, transparent and digital-first. It’s time for the mobility and hospitality sectors to evolve, delivering smarter, smoother journeys that meet the expectations of a new generation of explorers.
Mobility is no longer just about getting from point A to point B. It’s about thoughtful travel – experiences shaped by sustainability, enabled by technology, and made meaningful by convenience.
For more on Amadeus’ offering for the mobility sector, visit our website. Interested in more findings from our Travel Dreams survey? Download the full report here.
