Word: nonairport
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...leisure travel, is growing 5% to 10% a year. That's why airport heavyweight Hertz, a Ford subsidiary, is making an all-out assault on the slice of the business that Enterprise dominates with about 5,200 shops and two-thirds market share. Hertz, with about 1,300 nonairport locations, is expanding the number of its neighborhood locales about 25% a year and projects that by the end of next year, annual sales will hit $1 billion, or about 12% of the local market. Feeling the same industry pressures, Avis, owned by Cendant, is also making a suburban push...
Competitors have tried--and failed--to break Enterprise's lock on nonairport business before. Hertz and Avis as well as Alamo retreated from expansion efforts after underestimating how difficult the local market is. While airport locations simply collect deplaning customers, local shops have to make tough decisions about where to build storefronts. National advertising spurs airport rentals, but generating neighborhood sales often requires a more personal touch, starting with national insurance companies and working all the way down to local operators like Keenan. In the late 1990s, Hertz tried to blanket the country, then pulled back when the company couldn...
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