"The Internet has provided such a vast opportunity for competitive shopping," says Sarah Genest, senior manager for global travel and hospitality practice at J.D. Power and Associates. "It's advantageous to shop around online, at car company sites and independent booking outlets."
In many cases, these careful consumers discover rental car agents are eager to play "Let's Make a Deal."
But if you want to drive off with a real bargain, you need to know the rules of the renting game. These dozen tips will help you get the best deal.
1. Shop the Internet.
Internet sites sometimes have better deals because they are cheaper for the company to operate, says Jack Gillis, public affairs director for the Consumer Federation of America, a nonprofit advocacy group.
Look at multiple independent travel sites (three popular ones are Travelocity, Expedia and Orbitz) and then review three car rental companies' sites, says Gillis, author of "The Car Book." Because of special arrangements, says Gillis, you'll often find that one of the travel or car company sites will have a better deal.
2. Ask about discounts.
Frequent-flier programs, credit cards, hotels, national clubs, government agencies and private companies all have negotiated discounts. Two popular groups that regularly offer membership breaks for renters are AARP and AAA. To be sure you don't miss out on anything, Gillis says to always ask what discount plans are available.
3. Time your reservation.
Everything's a trade-off. By reserving early, you lock in your car and your rate. But if you rent your car before you book your airline or hotel, you might miss out on a reciprocal deal. So do a little research and ask a few questions before you book.
That said, several industry experts recommend booking your car as soon as possible. "It's unlikely you'll get burned (on rates)," says Justin McNaull, spokesman for AAA. "But if you wait, there is a significant chance you will not get the same choice of cars."
If you want to book during peak periods, such as long holiday weekends, reserve six weeks ahead or you'll be blocked out, says Neil Abrams, president of Abrams Consulting Group Inc., a consulting and market research firm specializing in the auto rental and fleet industry. At other times of the year, the lead time varies with the company, he says. "I would say a couple of weeks is fine. Since the rental industry, with only a few exceptions, has no cancellation fees, there is nothing to be hurt or lost if you change your mind at the last minute or get a better deal," he says.
4. Consider how long you need the car.
Although you need the car for only two days, you might get a better price if you rent it for longer. "Don't be afraid to look at a weekly rate," says McNaull. "It's sometimes cheaper than a four- or five-day rental."
Online renters should play with the date pairs and see if that extra day will net a better rate, he says, adding that sometimes travelers have to hook into a weekend or weekday to get "the deal."
5. Look beyond the big guys.
Be willing to investigate lesser-known agencies, says Abrams. "There are many secondary brands that deliver a quality car at a competitive rate that are not necessarily household names."
And if you like the staff or cars at one agency and the prices at another, ask your preferred agent to match a competitor's price. The worst that can happen is that they'll say "no," which costs nothing.
6. Compare nonairport rates.
"Especially if you're renting from home," says Genest. "In that case, you may have at least one airport location (possibly more) and several nonairport sites to compare. And the rates do vary," she says.
If you do find it cheaper to rent away from the terminal, don't forget to factor in the cost of getting to and from the off-site agency. If there's no shuttle and you have to grab a cab, it might be cheaper to pay the higher fee.
Also make sure that the away-from-the-airport agency will be open when you want to return the car. A bargain's no bargain if you're standing in front of a closed office on Sunday morning with a car you can't return and a plane that leaves in two hours.
7. Shop the counters.
If you show up at an airport without a rental reservation, don't be afraid to go counter to counter comparing deals. "You'll be amazed," says Gillis. "The difference can be up to 50 percent at the same location."
8. Think about where and when you want to return the car.
If you want to leave your car in a place other than where you rented it, you need to include drop-off charges in your shopping, says Gillis. In some cases, a higher daily rate that offers lower drop-off fees might be cheaper.
9. Book ahead if you have a special request.
Need a child safety seat or a ski rack? Reserve it at the same time you reserve your car, says Gillis. Ask about extra charges, and get it in writing.
10. Ask about mileage.
Some companies include unlimited miles as long as you stay within a certain region. Others cap the mileage. Estimate your needs; shop around.
11. Consider gas and insurance.
These two items can add to the cost of your rental car.
Unless you know you're going to be scrambling when you drop off the car, offer to fill the tank yourself. Otherwise, it's usually a pretty pricey fill-up at the rental office's pump, and you can't take any leftovers with you, says McNaull.
As for insurance, talk to your own car insurance agent first. "Be sure you know what your own auto coverages are regarding renting a vehicle," says Abrams. Most customers don't know or understand the rental coverage offered at the counter or how their own insurance will treat a rental car, he says.
"Also look at the insurance protection offered by the credit card you're using for payment," he says. "Cards have different levels of protection for rental vehicles -- it depends on the card, the level of the card and whether it's domestic or international."
12. Never stop bargain shopping.
Haggling doesn't end just because you're at the rental counter, reservation in hand. Gillis recommends you ask if the company will give you any free extras or upgrades. He estimates your chances of getting one are about 25 percent. That's well worth it, he says, "for the three seconds it takes to ask the question."
When McNaull was renting a car in Orlando, Fla., the company offered to upgrade him from a midsize to a Jaguar for $12 a day. He declined only because he was traveling on his corporate credit card. "There would have been too much explaining," he says with a laugh.
"Rental car companies want to make money," says McNaull. "But they also want you to be happy so you'll come back. And if you discover the person in front of you is paying 20 percent to 30 percent less, that doesn't leave you a happy customer."
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