These are Statista forecast for global car rental revenue
An annual growth rate of 3.14% is expected between 2024 and 2028, resulting in a projected market volume of US$116.00bn by 2028.
I found data on the producer price index for rental cars in the US. This year, prices have begun to deflate more significantly. However, they are still approximately 10% higher than in 2019.
Other rental car websites 1 2 show similar deflation trends for summer 2024 in several important cities.
All sources attributed the decline in pricing to the normalization of fleet supply.
As we can see in the US they are indeed already back to normal, and fleet sales continue to be positive.
I anticipate or think is conservative to expect continued pressure on pricing in the second half of 2024 and into 2025, though at a more stable rate, possibly declining by another 5% (since it seems the bulk of the adjustment already happened). This is due to increased supply. And that although travel demand remains strong, it is likely to moderate as the phenomenon of “revenge travel” fades and consumers become more constrained due to a softer global economy.
https://www.wsj.com/lifestyle/travel/cheap-rental-cars-sixt-turo-51501bbf