According to a release, nearly 65% of renters said knowing the final price before they left their car was very important, while 62% said getting an all-in price was their most key consideration. Almost 50% of renters said being able to choose the make and model of their car was also a key factor.

"The survey provides a valuable insight into what customers see as their biggest priorities through the rental car process. This gives us valuable feedback so we can stay tuned into what our customers expect from the Avis brand," said Daniel McCarthy, Commercial Director, Avis UK.

Avis has rolled out its new, clear and transparent Rental Agreement across Europe to help simplify the process for renters. In addition, the company has introduced its revolutionary Rapid Return service throughout its European locations. This ensures that cars can be returned hassle-free in just 90 seconds, with the customer leaving in knowledge that they are guaranteed not to receive any further charges.

Avis is already in the process of extending its Select Series where customers can guarantee booking a VW Golf, Audi A4 or Peugeot 207CC at its key airport and London rental stations.