As travelers continue to prioritize affordability and flexibility, Enterprise Mobility is investing in technology and expanded mobility options to meet evolving expectations. Chief Strategy Officer Will Withington discusses how road trip demand, digital innovations and changing travel habits among younger generations are shaping the future of mobility.
Last summer, 62% of travelers reported adjusting their spending to make trips possible. As affordability remains top of mind, how is Enterprise Mobility evolving its value proposition, not just through pricing and fleet options, but through innovations in mobility?
Our research shows that 73% of Americans plan to take a summer vacation this year. More than half of summer travelers plan to road trip to their next destination, and a quarter plan to rent a vehicle for their trip. While travel demand remains strong, we do know that many are seeking ways to maximize value. For Enterprise Mobility, this means understanding what customers truly need and building around that to provide choice.
For example, we know some people want better gas mileage. Overall, we have one of the most fuel-efficient fleets in the car rental industry, including over 160,000 hybrids and EVs globally. This offers travelers the potential for fuel savings, as well as the opportunity to test-drive new vehicle types.
Neighborhood rental locations saw increased demand as road trips gained popularity. Are you expecting that trend to continue this summer, and how does your network and technology position you to support both domestic and international travelers?
This summer, shorter getaways and weekend stays are in high demand. We operate within 15 miles of 90% of the U.S. population, positioning us to support both domestic travelers and international visitors. These customers want to pick up a vehicle and hit the road right away. The thoughtful use of technology makes that possible.
Our teams can optimize availability in real time, ensure vehicles are ready, and deliver the experience that travelers expect. Additionally, our investments in digital platforms, counter-bypass technology and mobile-first experiences are all designed to give customers a seamless experience.
With many renters citing flexibility as a key reason for renting a vehicle upon arrival at their destination, how is that expectation shaping the future of mobility? How is Enterprise Mobility thinking about flexibility?
We are seeing a fundamental shift in how people think about transportation. It’s about access on their terms.
According to our “On the Move” survey, younger generations are embracing a portfolio approach to mobility: Gen Z is using private vehicles more frequently (66% weekly or more in 2025) but also leading in adoption of ride hailing (16% weekly or more) and public transit (14% weekly or more). This demonstrates a move towards smarter, more intentional combinations of mobility that fit their personal needs.
We provide flexibility through a full spectrum of mobility solutions, including Enterprise CarShare and Enterprise Car Club. These carsharing programs feature hourly and daily rentals, delivering a localized, flexible mobility alternative for businesses, universities and commuters.
Millennials were among the most cost-conscious travelers last year. Are you seeing generational differences persist in 2026, and how might younger travelers’ preferences influence how Enterprise Mobility evolves its offerings?
Yes, there are some interesting generational insights.
Enterprise Mobility’s summer travel data shows Millennials are high-frequency renters, taking an average of 3.9 summer trips, the highest of any generation. And 75% are planning trips of just one to three days. This tells us there’s an opportunity for more short-term rentals among Millennials this summer.
A quarter of American travelers who are traveling this summer, particularly Gen Z and Millennials, intend to use loyalty points. National Car Rental’s Emerald Club was one of the car rental industry’s first frequent renter programs, and we continue to offer members easy ways to earn free days throughout the year.
Not surprisingly, Gen Z is also more open to advanced technology and automation than previous generations.
IPW brings together the global travel industry in one place. For Enterprise Mobility, what makes having a strong presence at IPW so impactful, and how does it tie into your longer-term vision for global mobility?
Long-term success depends on collaboration across the entire mobility value chain. By engaging with tourism boards, hospitality partners and international buyers at IPW, we’re not just showcasing car rental. We’re demonstrating how diverse, connected mobility solutions enable the cultural and economic exchange that travel represents.
Despite economic headwinds, demand for travel remains resilient. From your perspective, how is the role of mobility evolving in supporting that demand, and why is it so important to continue investing in transportation solutions that enable travel and broader economic and cultural exchange?
Travel matters, and people are finding ways to make it happen.
Mobility plays a central role in enabling that resilience. At Enterprise Mobility, we are focused on increasing personalization, transparency and control for customers, so they can travel on their terms and have clarity during each step of the process.
Our investment strategy continues to center on accelerating industry-leading solutions in ways that also enhance customer satisfaction in a rapidly changing marketplace. The organizations investing now will define the next 70 years of mobility, just as our founder did.
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