Guide · Pricing & revenue
Designing pricing that matches how people actually rent
~8 min read · From “what feels right” to a simple model
Most rental pricing starts from a feeling: “this car should be at least X per day”.
Then reality shows up—weekend peaks, off-season dips, long rentals that eat mileage,
extras that staff forget to charge, and owners asking why the account looks thin.
This guide won’t give you a one-size-fits-all price list. Instead, it gives you a
simple way to think about pricing across four dimensions: base rates, rental length,
km allowances and extras. The goal is not perfection—the goal is a model you can
explain to clients and staff without opening a spreadsheet.
Start with the “minimum viable booking” you actually want
Before you tweak day rates, decide what a healthy booking looks like for each car.
Not the shortest booking you’ll accept, but the shortest booking that makes sense.
For a high-value car, that might be 2–3 days with a reasonable km allowance. For a
daily workhorse, it might be 1 day with tighter mileage. If your calendar is full of
short, low-margin bookings, it’s usually a sign that your minimum booking isn’t set
where it should be.
A good rule of thumb: if you look at a booking and feel “this is barely worth the
effort” more than a few times per week, your pricing model is telling you something.
Base rates are the story you tell; the model is the math behind it
Your base rate is what clients anchor on—“€490 per day” or “€1,400 for a long
weekend”. Behind that single number there should be a simple mental model:
- What it costs you to have the car available (insurance, storage, capital).
- What a typical rental really costs you in wear, mileage and time.
- What you want to earn for that unit of risk.
You don’t need a full-blown finance model. You do need a clear answer to “why this
rate?” that you can explain to an owner, partner or team lead in 2–3 sentences.
Use rental length and km bundles instead of tiny surcharges
Clients understand bundles much more easily than a forest of surcharges. Instead of
micromanaging every scenario, it’s often cleaner to define a few patterns:
- “Daily” bookings: 1–2 days with a modest km allowance.
- “Weekend / short break”: 3–4 days with slightly better per-day value.
- “Trips / holidays”: 5+ days where you protect margins with km limits.
Inside Dromium, these become clear rules: minimum days, km per day, extra-km price
and seasonal adjustments. For the client, it still feels like simple choices: “weekend
package” vs “full week”.
Seasonal pricing should follow reality, not just the calendar
Most fleets know when the high season is. The question is: are you charging in a way
that reflects demand— or did you just copy last year’s numbers?
A practical approach:
- Pick 2–3 true peak periods (not 12 “micro seasons”).
- Adjust base rates and minimum days up in those windows.
-
Make at least one off-peak period visibly cheaper to encourage bookings when cars
would otherwise sit.
In Dromium, that means seasonal rules layered on top of your base pricing. In your
client’s mind, it’s: “Summer is more expensive, early spring and late autumn are a
good deal.”
Extras and penalties: clear before, consistent after
Extras and penalties are where trust breaks if you’re not careful. The rule is simple:
if a reasonable client would say “I didn’t know that”, the pricing wasn’t clear
enough.
- Extras should be visible as line items at checkout, not surprises later.
-
Penalty rules (late return, extra km, smoking, cleaning) should be in plain
language.
-
The same scenarios should be charged the same way—otherwise staff will quietly stop
enforcing them.
Dromium’s pricing model is built to reflect that: extras and penalty fees show up as
structured items tied to a booking, so nobody is guessing what to charge.
A quick test for your current pricing model
If you want to pressure-test your current pricing, grab three recent bookings:
- One short booking that felt too cheap.
- One “perfect” booking that felt just right.
- One long booking where you worried about mileage or wear.
For each one, ask:
- Would I take this same booking again at the same price?
- Did the client understand what they were paying for?
- Did my team know exactly how to price it without asking for help?
If any answer is “no”, that’s a sign your model needs tightening—not just the price
itself.