UK and European consumers now prefer digital wallets but BNPL for travel bookings, finds report

CarTrawler, B2B technology provider of car rental solutions, has released its Car Rental Market Monitor for Q2 2025.

While Americans still overwhelmingly use credit cards to book car rentals, the Q2 Car Rental Market Monitor found that digital payment methods and buy now, pay later (BNPL) options are gaining market share in Europe. 

The usage of Apple Pay (4.5% of all transactions in Q2), BNPL provider Klarna (2%) and Google Pay (0.4%) all increased over Q1 levels in the EU. 

In the UK, Apple Pay stood out as the most preferred digital payment method among Britons, capturing over 10% of transactions in June.

These findings indicate that the car rental market remains defined by consumer preferences for flexibility, immediacy, and digital convenience. Travel brands, loyalty programs, OTAs, and any other entity offering car rental options that can meet these consumer demands will be positioned for success in the summer travel season.

The report also covered changes in average prices for summer car rentals, the increasing prevalence of loyalty program-associated car rental bookings, and the top European rental destinations by volume.

Its analysis found that car rental volumes in all markets are growing in parallel with travel demand, although Q2 analysis shows disparities in US demand as well as intra-European growth. 

Uncertainty about American trade and travel policy appears to be driving this market disruption. 

This uneven demand is also reflected in the average price for a 5-day trip in July booked between January and June 2025, which is $531 in the US (down 8% from 2024) and €264 in Europe (+1% YoY).

"Car rental holds steady despite macroeconomic uncertainty," says Gavin Sweeney, chief revenue officer of CarTrawler. 

"Domestic road trips in the US and strong demand for sun destinations across Europe are maintaining the global car rental market's momentum. 

"As traveller behaviours evolve - toward electric vehicles and flexible payment options (like digital wallets and BNPL) - car rental continues to offer both adaptability and opportunity for travel brands looking to stay relevant and drive ancillary growth."

While EV rental volumes remained largely consistent with first-quarter levels, demonstrating sustained interest in electric vehicles across markets, most notably in the US and Canada. In North America, EVs made up 5% of all car rentals (up slightly over Q1). In Europe, they represented just under 3% of all rentals.

Tesla remains the most popular EV make and model in North America, comprising 59% of all North American electric and hybrid rentals. 

There is more variety in the European and UK markets, with brands including Toyota, Kia, Polestar Renault, and Cupra each capturing double-digit shares of total EV and hybrid rentals. 

This trend is likely to continue as the influx of EVs from China, particularly from manufacturers such as BYD and XPENG, affects rental fleet composition and drives down EV prices.