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Travelocity Adds Car Rental E-Service

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DALLAS In an effort to better serve the $2.1 billion leisure local car rental market, Travelocity.com has introduced a new microsite that offers a comprehensive listing of car rental locations, the company said.

Launched last week, the microsite was created by Travelocity's in-house team of designers, according to a representative from Dallas-based Vollmer. Vollmer has been handling public relations duties for the client since the online company's inception in 1995.

With more than 20,000 neighborhood and airport locations around the world, Travelocity's enhanced service offers customers one-way car rental booking options and the ability to pick up and drop off a vehicle at different locations, even in different states.

In addition to the listing, Travelocity has further improved its TotalPrice feature, which guarantees that the rental fee quoted is within 1 percent of the price given during the booking process.

Other perks added to the microsite include a geo-coding system that provides rental car shoppers with the ability to search for a rental location by address, ZIP code or nearby attraction; a display grid offering the TotalPrice and daily rental rate, along with a map highlighting the closest location options; and an arched progress bar to further assist consumers.

"We really want to get in front of this car rental phenomenon," said Phillip Kennewell, Travelocity's director of car and rail products. "In an age where Enterprise stores seem to be on every corner, we're targeting leisure renters who are looking to use a different type of car for their vacation, and urbanites who depend on rental cars for road trips. We want to make shopping as easy as possible for the local renter."

Based in South Lake, Texas, Travelocity is a subsidiary of Sabre Holdings Corp. McKinney + Silver of Raleigh, N.C., and Omnicom's OMD in New York oversee Travelocity's creative and media accounts, respectively.

Travelocity spent $59 million on advertising in 2003 and $48 million in the first half of 2004, according to Nielsen Monitor-Plus.