What Our US Growth Taught Us About American Car Rental Behavior
Rapid expansion revealed surprising patterns in how Americans book, drive, and think about rental cars, and how they differ dramatically from the rest of the world
When Similarweb recognized Carla in their 2025 Digital 100 report as one of the fastest growing companies, we realized our rapid US expansion had given us something valuable: unique visibility into American car rental behavior at scale. Analyzing tens of thousands of US bookings revealed patterns that surprised us and showed just how differently Americans approach car rentals compared to the rest of the world.
This isn't a growth story. It's a data story. Here's what we learned.
Americans Are Extreme Last-Minute Bookers
The single most striking finding: Americans book rental cars ridiculously close to their travel dates.
Three quarters of American customers book within a week of pickup. In many cases, they're booking the day before or even the morning of travel. This is drastically different from other markets we serve.
The US vs Europe Comparison
| Booking Window | United States | Europe (5 Markets) |
|---|---|---|
| Last minute (under 1 week) | 75.0% | 58.0% |
| 1-2 weeks | 9.3% | 13.1% |
| 2-4 weeks | 8.2% | 13.5% |
| 4-6 weeks | 3.3% | 6.1% |
| 6-8 weeks | 1.6% | 3.1% |
| 8+ weeks | 2.6% | 6.3% |
Why This Pattern Matters
Several factors enable this extreme last-minute behavior:
- Domestic focus: Most US rentals are domestic travel, eliminating complex international flight coordination
- Airport infrastructure: Major US airports have extensive rental facilities with high inventory
- Short trip durations: Weekend trips require less planning than week-long vacations
- Mobile booking culture: Americans book on-the-go from smartphones
- Confidence in availability: US market maturity means customers trust they'll find options
The Canada comparison is particularly revealing. Canadian customers average 19.9 days booking lead time, nearly 3x the US average of 7.5 days. Same continent, similar infrastructure, dramatically different behavior.
The SUV Obsession: Americans Drive Bigger
If booking behavior surprised us, vehicle preferences astounded us. Americans overwhelmingly prefer larger vehicles compared to international customers.
US vs European Vehicle Choices
| Vehicle Category | US Customers | European Customers | Difference |
|---|---|---|---|
| Intermediate (Large Sedans) | 27.7% | 6.5-9.4% | +18-21 points |
| SUV/Fullsize | 21.0% | 3.5-7.0% | +14-17 points |
| Compact | 22.4% | 18.2-34.8% | Variable |
| Economy | 13.1% | 28.7-40.8% | -15-27 points |
| Mini | 2.8% | 12.8-25.8% | -10-23 points |
Why Americans Drive Bigger
This preference reflects several American realities:
- Road infrastructure: US highways, parking lots, and roads accommodate larger vehicles
- Family travel: Americans often travel with more family members and luggage
- Distance culture: Longer average driving distances favor comfort and space
- Fuel costs: Historically lower US gas prices make larger vehicles viable
- Safety perception: Americans associate vehicle size with safety
- Cultural norms: SUVs and large sedans dominate the US consumer market
The pricing reflects this preference. Americans pay an average of $61.81/day for SUVs compared to $48.63/day for economy vehicles, a 27% premium they willingly accept.
Weekend Warriors: The Short Trip Dominance
American rental patterns reveal a culture of short, frequent trips rather than extended vacations.
Trip Duration: US vs Europe
| Duration | United States | Europe (Average) |
|---|---|---|
| 1-3 days (weekend) | 59.0% | 31-49% |
| 4-5 days (long weekend) | 17.0% | 17-23% |
| 6-7 days (week) | 12.9% | 15-21% |
| 8-10 days | 4.9% | 6-13% |
| 11-14 days (two weeks) | 3.1% | 4-10% |
| 15+ days (extended) | 2.9% | 3-7% |
The Short Trip Culture
This pattern reveals American travel culture:
- Weekend getaways: Friday-Sunday trips for nearby destinations
- Limited vacation time: Shorter PTO drives shorter trips
- Domestic proximity: Many destinations within weekend driving distance
- Fly-and-drive model: Quick flights to major cities, short rental for local exploration
- Business travel: Short conference trips inflate the 1-3 day category
Only 12.9% of Americans rent for a standard week-long vacation. Extended rentals (15+ days) represent just 2.9% of bookings. Americans clearly prefer frequent short trips over extended vacations.
Where Americans Actually Go: The Top Destinations
Our booking data reveals which US cities dominate car rental demand, and the results might surprise you.
Top 20 US Rental Destinations
| Rank | City | Avg Daily Rate | Avg Duration | Total Cost |
|---|---|---|---|---|
| 1 | Orlando | $32.71 | 4.9 days | $146 |
| 2 | Los Angeles | $46.59 | 4.2 days | $167 |
| 3 | Las Vegas | $47.43 | 3.6 days | $158 |
| 4 | New York | $69.08 | 3.9 days | $220 |
| 5 | Atlanta | $55.38 | 3.8 days | $180 |
| 6 | San Francisco | $52.44 | 3.6 days | $162 |
| 7 | Dallas | $54.80 | 4.6 days | $208 |
| 8 | Phoenix | $53.40 | 4.1 days | $192 |
| 9 | Houston | $49.75 | 3.9 days | $168 |
| 10 | Chicago | $59.89 | 3.5 days | $190 |
| 11 | Tampa | $35.17 | 4.6 days | $147 |
| 12 | Denver | $55.25 | 3.7 days | $199 |
| 13 | Washington DC | $49.56 | 4.9 days | $192 |
| 14 | Philadelphia | $64.03 | 3.3 days | $183 |
| 15 | Fort Lauderdale | $33.32 | 4.1 days | $119 |
The Florida Effect
Florida cities consistently offer the lowest rates:
- Orlando: $32.71/day (cheapest major city)
- Miami: $32.95/day
- Fort Lauderdale: $33.32/day
- Tampa: $35.17/day
Compare this to expensive cities:
- New York: $69.08/day (+111% vs Orlando)
- Philadelphia: $64.03/day (+96% vs Orlando)
- Chicago: $59.89/day (+83% vs Orlando)
- Boston: $60.30/day (+84% vs Orlando)
The Florida advantage is real. Theme park tourism creates intense competition among rental providers, driving prices down. High inventory and year-round demand support this pricing. Florida's coastal accessibility also makes it competitive with island destinations. As our island versus mainland pricing analysis revealed, mainland cities can sometimes match or beat island rates when local competition is strong.
Destination Duration Patterns
Duration varies by destination type:
- Theme parks: Orlando (4.9 days), Honolulu (5.1 days) for longer family vacations
- Business cities: Chicago (3.5 days), Philadelphia (3.3 days) for quick trips
- Entertainment hubs: Las Vegas (3.6 days), San Francisco (3.6 days)-weekend getaways
- Government/mixed: Washington DC (4.9 days), Dallas (4.6 days) for business + tourism
Regional Price Variation: The Geographic Story
Rental prices vary dramatically by US region, revealing distinct market dynamics.
Regional Price Comparison
| Region | Example Cities | Avg Daily Rate | Price Index |
|---|---|---|---|
| Southeast (Florida) | Orlando, Tampa, Miami, Ft. Lauderdale | $33-35 | Baseline |
| Southwest | Phoenix, Las Vegas, Houston | $47-53 | +42-61% |
| West Coast | Los Angeles, San Francisco, Seattle | $47-55 | +42-67% |
| Midwest | Chicago, Dallas, Denver | $55-60 | +67-82% |
| Northeast | New York, Philadelphia, Boston | $60-69 | +82-111% |
Airport America: Where Customers Pick Up
Americans overwhelmingly prefer airport pickup locations.
Two thirds of US customers pick up at airports. This reflects American travel patterns: fly to destination, rent car at airport, explore region, return to airport.
The Pricing Surprise
Counterintuitively, city center pickups cost more than airports:
- Airport pickup: $51.18/day average
- City center pickup: $63.63/day average (+24%)
This inverts the European pattern where city centers often offer better rates. In the US, airports benefit from scale economies, high inventory, and intense competition. City locations face higher real estate costs and lower volumes.
Seasonal Patterns: When Americans Rent
US rental demand follows clear seasonal patterns with significant price swings.
Monthly Booking Volume & Pricing (2025)
| Month | Bookings | Avg Daily Rate | Avg Duration |
|---|---|---|---|
| January | 1,299 | $42.67 | 3.8 days |
| February | 1,488 | $48.21 | 3.9 days |
| March | 1,681 | $52.29 | 3.9 days |
| April | 1,859 | $50.90 | 3.8 days |
| May | 1,811 | $55.18 | 3.8 days |
| June | 1,596 | $59.54 | 3.9 days |
| July | 1,470 | $72.75 | 3.6 days |
| August | 1,519 | $61.30 | 4.0 days |
| September | 1,309 | $52.82 | 4.1 days |
| October | 1,378 | $54.83 | 3.8 days |
| November | 1,622 | $51.32 | 3.8 days |
| December | 1,816 | $51.64 | 4.1 days |
Peak Season Insights
- Summer peak: June-August see highest rates (July peaks at $72.75/day)
- Spring surge: March-May build toward summer ($50-55/day)
- Winter low: January-February offer best rates ($42-48/day)
- Fall decline: September-November moderate rates ($51-55/day)
- Holiday paradox: December doesn't peak like summer despite holiday travel
One-Way Rentals: The Road Trip Reality
Despite America's road trip culture, one-way rentals remain rare.
| Trip Type | Percentage | Avg Duration | Avg Daily Rate |
|---|---|---|---|
| Round-trip (same city) | 96.8% | 3.9 days | $53.75 |
| One-way (different cities) | 3.2% | 2.9 days | $106.57 |
What This Data Reveals About American Travel Culture
Synthesizing these patterns reveals a distinctive American approach to car rentals:
The American Rental Profile
Spontaneous: 75% book within a week, trusting availability and preferring flexibility over advance planning. This differs markedly from more planned European and Canadian approaches.
Short-term focused: 59% rent for weekend trips (1-3 days), favoring frequent short getaways over extended vacations. Limited PTO and domestic proximity enable this pattern.
Size-preferring: 48.7% choose Intermediate or SUV vehicles, nearly 3-4x European rates. Road infrastructure, family travel, and cultural norms drive this preference.
Airport-centric: 66.5% pick up at airports, reflecting fly-and-drive travel patterns. Americans fly to major cities then rent cars for local/regional exploration.
Value-conscious: Orlando and Florida cities dominate because they offer the lowest rates. Americans will travel to where rentals are cheap.
Regionally varied: Northeastern premium pricing ($60-69/day) contrasts with Florida bargains ($32-35/day), creating clear value destinations.
How Americans Differ from Canadians
The Canada comparison highlights American distinctiveness:
- Booking lead time: Americans book 7.5 days ahead vs Canadians 19.9 days
- Trip duration: Americans rent 4.2 days vs Canadians 6.6 days
- Price tolerance: Americans pay $54.73/day vs Canadians $45.73/day
Canadians plan further ahead, rent for longer durations, and seek lower daily rates. Americans prioritize spontaneity and convenience over advance planning, even if it costs more.
The European Contrast
Europeans demonstrate different priorities:
- Vehicle size: Europeans favor economy/mini cars (54-67% combined) vs Americans preferring intermediate/SUV (48.7%)
- Trip length: Europeans show more variation (31-49% short trips) vs American dominance (59% short trips)
- Booking behavior: Europeans plan slightly more (42% book 1+ weeks ahead vs 25% Americans)
- Destination preferences: Europeans often seek warm winter escapes. As we explored in our analysis of why Tenerife dominates January travel for European customers, Canary Islands offer reliable 20°C weather that drives different seasonal travel patterns than the US market
Practical Takeaways for American Travelers
What does this data mean for actual travelers?
Booking Strategy
- Book early for summer: July rates run 70% higher than January. Book ahead for peak season
- Last-minute works off-peak: January-February, September-November offer good last-minute availability
- Consider Florida value: Orlando/Miami/Tampa offer 50% lower rates than NYC/Boston
- Compare airport vs city: Despite 66% choosing airports, city pickups cost more. Airports offer better value
Vehicle Selection
- Size premium exists: SUVs cost 27% more than economy cars. Assess if you need the space
- Economy rarely chosen: Only 13% choose economy (vs 29-41% in Europe), suggesting Americans oversize
- Intermediate popular: 27.7% choose intermediate as a sweet spot of space and price
Duration Planning
- Short trips work: 59% rent 1-3 days successfully-don't overcommit
- Weekend flexibility: With 75% booking last-minute, weekend spontaneity remains viable
- One-way costs: At double the daily rate, one-way rentals require strong justification
The Bottom Line
As Carla's US presence grew throughout 2025, our data revealed a distinctly American approach to car rentals: spontaneous booking (75% last-minute), preference for larger vehicles (48.7% intermediate/SUV), dominance of short trips (59% are 1-3 days), airport-centric pickup (66.5%), and strong regional price variation (Florida $32-35/day vs Northeast $60-69/day).
What surprised us most wasn't any single data point-it was the consistency. American behavior forms a coherent pattern: trust in availability enables last-minute booking, limited vacation time drives short trips, domestic infrastructure supports airport-centric travel, and cultural preferences favor vehicle size over efficiency.
These patterns are established. American behavior forms a coherent pattern: trust in availability enables last-minute booking, limited vacation time drives short trips, domestic infrastructure supports airport-centric travel, and cultural preferences favor vehicle size over efficiency.
Understanding these differences matters. As we documented in our analysis of Italian February travel patterns, European travelers show distinctly different priorities-Italians favor 1-3 day domestic carnival trips with last-minute booking similar to Americans, though in smaller vehicles suited to historic city centers.
This is what rapid growth teaches: not just that you're acquiring customers, but who those customers are and how they behave. The American car rental customer is distinct, identifiable, and now that we understand the patterns, better served.
Methodology
This analysis examines booking patterns from US customers across 2024-2025, covering tens of thousands of rental transactions. Data includes destination preferences, vehicle selections, booking lead times, rental durations, and pricing patterns. All figures represent actual customer behavior from completed bookings.
European comparisons draw from five major markets (UK, Germany, France, Italy, Spain) over the same period. Canadian data covers the same timeframe for direct North American comparison. Monthly seasonal data spans January 2024 through January 2026 to capture full-year patterns.
Prices shown in USD. Percentages reflect actual customer choices. Regional groupings based on US geographic conventions. Vehicle categories follow industry-standard SIPP codes grouped into consumer-friendly segments. Statistical significance maintained across all comparisons through sufficient sample sizes.
