How Events Impact Demand

For Car Rental companies, delivering successful revenue management strategies requires a comprehensive understanding of various factors, with events and localized demand emerging as critical components. Let’s take a look at pivotal role that events and localized demand play in shaping revenue management strategies for car rental companies. Moreover, we will explore how a data-driven approach can lead to enhanced

The Impact of Events

Events, ranging from high-profile expos, conferences and sports events to cultural festivals, wield a substantial influence on the demand for car rentals. These occasions draw large crowds of individuals from various locations, inevitably leading to a surge in the demand for rental vehicles in the locale of the event. However, the key lies in comprehending the timing, location, and magnitude of these events to effectively tailor revenue management strategies.

Demand Fluctuation: One of the most noticeable impacts of events is the dramatic fluctuations in demand they bring about. For instance, a city hosting a major international convention can witness a sudden influx of visitors seeking reliable transportation options. Similarly, sporting events often create a need for larger vehicles to accommodate groups of attendees. By foreseeing these changes, car rental companies can strategically adjust their fleet size and composition to meet the heightened demand.

How event affects demand

The above graph looks at events taking place in Hamburg, a major German city. We compare two events, the first event will be drawing a largely international audience, the second, a cultural event will be drawing a more domestic audience. Using this knowledge, we know that whilst both events are attracting 50,000+ people, the impact they are having on demand for car rental is not the same. As the local event will attract more travellers who own their own vehicles, have made their way on foot, or by public transport. The Expo, meanwhile has 50% of it’s audience from overseas, many of whom will be transporting equipment, or staying a long distance away from the venue due to the increased  demand on local hotels, so will be looking at car rental as an option.

Events are an ideal indicator of localized demand and present a number of opportunities for car rental companies.

Pricing Optimization: Events present a unique opportunity for car rental companies to implement dynamic pricing strategies. As demand escalates during such periods, companies can strategically raise their prices to capitalize on the increased demand. However, this requires a delicate balance between maximizing revenue and remaining competitive within the market. Utilizing dynamic pricing algorithms that factor in variables such as demand trends and competitive pricing enables companies to optimize their pricing strategies.

Inventory Management: With events significantly depleting the available fleet, efficient inventory management systems become indispensable. Real-time tracking of vehicle availability becomes critical in preventing issues like overbooking and underutilization of vehicles. Implementing sophisticated inventory management tools empowers car rental companies to seamlessly track and allocate their resources as demand fluctuates. On the flipside of this, effective monitoring of competitor inventory is an ideal way to identify opportunities to match pricing to demand levels. For example, if competitor has sold out of a particular high demand vehicle class, and your company still has excess inventory, now might be a good time to increase prices on this vehicle class.

Localized Demand and Revenue Management

Beyond the realm of events, understanding localized demand patterns is pivotal for long-term revenue management success. The distinct characteristics of various locations and their markets exert a profound influence on the car rental business.

Seasonality and Geography: Many destinations experience distinct seasonal peaks and troughs in tourism. For car rental companies, this means adapting to the ebb and flow of visitors during peak seasons, all while optimizing their fleet and pricing strategies. Moreover, local preferences and geographical conditions—such as inclement weather in certain regions—can significantly impact demand. A data-driven approach enables companies to uncover these nuanced patterns and make well-informed decisions.

Market Segmentation: Different regions inherently attract diverse customer segments. Urban areas might predominantly see business travelers seeking efficient transportation, while vacation spots draw leisure travelers looking for comfort and convenience. Car rental companies can harness these distinctions to tailor their services, pricing structures, and even marketing campaigns to cater to specific market segments.

Competitive Landscape: The local competitive landscape has a substantial influence on pricing strategies. Understanding how competitors in a particular region are pricing their services allows car rental companies to strategically position themselves in the market. This delicate balance ensures competitiveness while safeguarding profitability.

Embracing Data-Driven Solutions

As the car rental industry continues to evolve, a proactive stance towards events and localized demand has become even more critical. Car rental companies are increasingly turning to data-driven solutions powered by advanced analytics and machine learning to gain a competitive edge.

Predictive Analytics: Historical data, coupled with machine learning algorithms, equips car rental companies with the ability to predict demand fluctuations tied to events and seasonal patterns. Armed with this foresight, companies can make informed decisions regarding fleet allocation, pricing adjustments, and targeted marketing campaigns.

Dynamic Pricing: The implementation of dynamic pricing algorithms ushers in a new era of pricing strategy. By continuously analyzing real-time demand, competitive pricing structures, and historical data, car rental companies can dynamically adjust their prices to optimize revenue. This approach maximizes profitability while ensuring customers still perceive the pricing as reasonable.

Market Insights: Armed with in-depth knowledge, car rental companies can fine-tune their offerings, differentiate themselves from competitors, and create tailored experiences that resonate with their target audiences.


The adoption of data-driven solutions has emerged as a game-changer, allowing companies to make informed decisions about pricing strategies, fleet allocation, and marketing campaigns. The ability to anticipate and respond to demand fluctuations, dynamically adjust pricing strategies, and adapt to the unique characteristics of different markets empowers car rental companies to maximize revenue while delivering exceptional customer service. As the industry continues to evolve, companies that remain attuned to the impact of events and localized demand will undoubtedly solidify their position as revenue management trailblazers. By embracing innovation and leveraging insights, car rental companies can navigate the complex terrain of revenue management and drive sustained success.

To find out how Aggregate Intelligence can support your business, through event driven demand intelligence contact us here.