According to Michael Meyer, president of Rate-Highway, there’s been an awakening for rental fleet managers in regard to managing rental rates. Meyer agreed, noting that it has been rare for rental operators to work directly with a supplier, but that is changing. That said, we also feel personal transportation including car rental will continue to grow. “I think the power of [connected car and telematics] data is only going to grow in importance to the rental car industry,” he said. “OTAs are the lifeblood of car rental in the U.S., but we’re entering a much bigger ecosystem.