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Car-Renting Millennials Get Better As They Grow Up: Study

Millennials or those who are part of the Generation Y (born between 1977 and 1994) become better customers as they grow up - a new study has found. They are also those who drive a surge in rental car customer satisfaction, a field that has reached its highest index score since 2006.
Car-Renting Millennials Get Better As They Grow Up 1 photo
J.D. Power 2015 North America Rental Car Satisfaction Study was released today, and one of its findings is that the faster young people grow up, the better car customers they become. Now in its 20th year, the research measures overall customer satisfaction with rental cars at airport locations by examining six factors: cost & fees, pick-up process, return process, rental car’ shuttle bus/van, and reservation process.

It may seem like a minor aspect of the industry, but the approach is important. According to the study's findings, it turns out that Millennials may have earned the distinction of one of the most fickle generations of consumers, but they also have the highest level of satisfaction among the generational groups for both business travel and leisure/personal travel.

More from the study: “Millennials are the second largest group of renters overall (34%), behind Boomers (40%), and the second largest proportion of business travelers (39%), behind Gen X (43%). Keeping this audience of Millennial customers happy has become a big priority for car rental companies, since 47% of these young renters post reviews online vs. just 27% of Gen Xers and 10% of Boomers.”

It’s not clear whether it's maturity, experience or more income that make younger consumers easier to be pleased as they get older, but the study shows it’s probably a little bit of all.

Aside from other conclusions highlighted in the research, there’s one thing carmakers should take into account. These consumers are the most likely ones to share their experiences on the Internet. However, when it comes to rating their car experience, they seem to be rather forgiving with the flaws and quite giving when it comes to positive recommendations.

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