North America Rental Car Satisfaction Study,SM
What would you do with an extra seven minutes and 57 seconds added to your next vacation or business trip? While it might not sound like a huge amount of time, according to the J.D. Power 2025 North America Rental Car Satisfaction Study,SM released today, that is precisely the average amount of time travelers save by skipping the airport rental car counter and heading directly to the lot to pick up their vehicle. Despite the clear advantages in both time savings and customer satisfaction, the study finds that the majority of travelers—about 80%—still choose to stop at the counter first.
The findings reveal a striking difference in overall satisfaction between customers who bypass the counter and those who go through the traditional process. Customers who skip the counter report an overall satisfaction score of 704 on a 1,000-point scale, compared to 662 among those who check in at the counter. Beyond the general satisfaction score, the study highlights notable improvements in key aspects of the rental experience for counter-skipping customers. Satisfaction with the pick-up and drop-off process is significantly higher, scoring 722 versus 667 for those who visit the counter. Similarly, the perceived ease and convenience of securing a rental is better among those who bypass the counter, with scores of 722 compared to 663.
Time savings also appear to be a major benefit. Customers who skip the counter complete the rental pick-up process in an average of 14 minutes and 6 seconds, while those who go through the counter spend considerably more time—22 minutes and 3 seconds—finalizing their rental. These findings suggest that even a relatively small investment of planning, such as enrolling in a loyalty program or using a company’s mobile app, can significantly reduce time spent waiting and interacting at the counter.
“Given the variety of options now available—including loyalty programs, self-service kiosks, and rental company apps—there are more ways than ever for travelers to bypass the rental car counter,” said Azari Jones, rental car practice lead at J.D. Power. “Customers who take advantage of these options are clearly seeing the benefits in terms of both convenience and overall satisfaction. Yet, for a range of reasons, many customers still choose to take the extra time to engage with representatives at the counter. For rental car companies seeking to maximize satisfaction, the key lies in clearly communicating the value of direct lot pick-up, particularly for travelers who are pressed for time. At the same time, companies can enhance the counter experience by providing personalized service and fully addressing customer questions and concerns.”
The study also ranks rental car companies based on overall customer satisfaction. Enterprise comes out on top with a score of 734, followed closely by National with 721. Advantage Rent A Car and Sixt tie for third place, each earning a score of 711. These rankings reflect the companies’ ability to deliver positive experiences across the seven core dimensions measured in the study.
The J.D. Power North America Rental Car Satisfaction Study evaluates the customer experience across seven key factors, listed in order of importance:
- Ease of rental – how simple it is for a customer to reserve and access a rental vehicle.
- Pick-up/drop-off experience – the efficiency, speed, and convenience of collecting and returning the vehicle.
- Level of trust – customers’ confidence that the rental company is transparent, reliable, and fair.
- Vehicle – the quality, cleanliness, and functionality of the rented vehicle.
- Staff – the helpfulness, friendliness, and professionalism of rental company personnel.
- Value for price paid – customers’ perception of whether they received good value for the cost of the rental.
- Digital tools – the effectiveness and ease of use of apps, websites, and other online resources.
This year’s study is based on responses from 8,263 business and leisure travelers who rented a vehicle at an airport location within the past 12 months. Data collection for the 2025 study occurred from August 2024 through August 2025, providing a comprehensive snapshot of current customer experiences across the North American rental car industry.
The findings indicate that while travelers are increasingly tech-savvy and willing to use digital tools to save time, traditional counter service still holds appeal for many. Some customers value the face-to-face interaction and the reassurance of speaking with a rental agent, while others may be unfamiliar with the digital tools available or prefer the perceived security of completing the rental process in person.
From a strategic perspective, rental car companies can leverage these insights to improve both digital and in-person experiences. Encouraging customers to use loyalty programs and mobile apps not only reduces wait times but also frees up counter staff to provide more personalized assistance to those who prefer in-person service. Furthermore, clearly communicating the advantages of counter bypass—such as faster pick-up times, convenience, and seamless check-in—can help shift more customers toward the digital-first rental experience.
Azari Jones emphasized the dual opportunity for companies: “Rental car companies need to highlight the benefits of direct lot pick-up for time-sensitive travelers, while also ensuring that the counter experience is highly personalized for those who choose it. Striking this balance can lead to higher overall satisfaction scores, stronger customer loyalty, and better operational efficiency.”
The study’s rankings further illustrate how companies are performing in these areas. Enterprise’s top ranking demonstrates its ability to deliver a seamless, efficient rental experience across multiple touchpoints. National’s strong second-place performance reflects a similarly robust commitment to customer satisfaction. Advantage Rent A Car and Sixt, tied for third, show competitive performance, signaling that customers have multiple high-quality options when renting a car at airport locations.
In conclusion, the J.D. Power 2025 North America Rental Car Satisfaction Study underscores the growing importance of convenience, efficiency, and digital integration in the rental car industry. Skipping the airport counter not only saves valuable time—an average of nearly eight minutes—but also correlates with higher overall customer satisfaction, better ratings for pick-up and drop-off, and improved perceptions of ease and convenience. As travelers continue to embrace digital solutions and prioritize efficiency, rental car companies that successfully combine technology with exceptional customer service are likely to see significant gains in both customer loyalty and operational performance.
