Many car rental customers had complained during the bottom of the recession because the car rental agencies had not dropped their prices very much. The airlines, the hotels, and all the restaurants have been giving discounts to get people in; even cities have been spending big bucks on trying to attract tourism back to their regions.

Still, the auto rental agencies have been motoring along without lowering rental fees. Previously, they were really cutting costs, and ditching vehicles that used too much gas which no one wants to rent. Some of the rental car companies were trying to rent these gas guzzlers more to help run out the mileage, so they can get them out of their fleets.

Luckily, all this has helped and recently, car rental Costa Rica has been reporting profits once again. With the car rental sector driving up profits one has to ask what does this mean for the car rental customers and consumers?

Well, it means that the strong survive and after the big shakeout during the recession there have been mergers, and rent a car companies that have gone out of business. Those that remain are strong, and due to their strength they are now starting to get competitive again. They are hiring back some of their staff and that is indeed improving service. All these are bonuses for the traveling consumer.

What comes next? Probably more hybrid cars, smaller compact cars, and a newer way of doing business. The automobile rent a car business is going green and they are advertising this in their promotions and marketing materials. Yes, it’s true; the car rental sector is evolving just as consumer travelers are.