"The car rental marketplace is extremely competitive and volatile. Continuous monitoring of competitors' rates ensures that I have some reasonable chance of remaining competitive, thus maintaining my desired market share. Frequent shopping not only allows me to remain competitive, but also exposes opportunities when my competitors are out of inventory, presenting me with an opportunity to increase revenue.

Plus, as more companies announce plans to offer hybrids, and with the constant strategy shifts and ownership changes, it's critical that I stay abreast of all the news in the industry."