Tuesday, September 17th, 2013
The business market has been propping up the Australian car rental industry since the global financial crisis, the Roy Morgan Rental Car Monitor reveals. Measuring all the crucial dimensions of the rental car market including brand awareness, advertising, image and intention, Roy Morgan’s latest research indicates that while more people hired cars for leisure than for business, it's the lucrative business market that’s holding up best.

In the 12 months to July 2013, 5.3% of Australians hired a rental car for business purposes, up from 3.2% six years earlier.

By contrast, the percentage of Australians hiring a rental car for leisure purposes has fallen to 14.8%, after peaking at 18.5% in the 12 months to June 2009.

Overall, 17.2% of Australians (or 3.3 million people) used a rental car for business or leisure in the last 12 months, a similar percentage to rental car use in New Zealand (17.7%).

Purpose for hiring a rental car in the last 12 months


Source: Roy Morgan Single Source (Australia), August 2006 – July 2013, average annual sample n = 20,043.

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“Since the GFC, Australian consumers have cut back their spending and are taking fewer domestic holidays. Consequently, fewer people are hiring a rental car for leisure purposes. However, the percentage of Australians hiring rental cars for business has increased.

“It remains to be seen whether the combination of a falling Australian dollar and a sense of certainty post-election will inspire more Aussies to take a domestic holiday in the coming year.

“The Australian rental car market is dominated by a few key players: the Avis/Budget group, Hertz/Thrifty and Europcar. Avis is the leading brand, with Hertz and Budget also popular.

“Rental car companies need to be familiar with the demographics, attitudes and behavioural profile of the business market, quite separately to their target leisure market, so as to tailor appropriate messages which resonate with existing and potential customers.”

For comments or more information please contact:

Jane Ianniello

International Director of Tourism, Travel & Leisure

Office: +61 (7) 3318 7000

Mobile:  +61 423 024 412

[email protected]

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%







Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Samantha Wilson
P: (03) 9224 5268
W: www.roymorgan.com


car hire, car rental, leisure, business, travel



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