Editor’s note: This story is part of The Dallas Morning News’ coverage of the 2024 total solar eclipse. For more, visit dallasnews.com/eclipse.
Dallas will soon be one of the biggest gathering spots for tourists hoping to catch a glimpse of the total solar eclipse and that’s sending the price of rental cars to the moon.
Nearly every rental car agency is sold out for the April 8 event and the few cars that are left are demanding rates of $600 a day and higher. Big numbers like that are contributing to the expected $700 million impact the eclipse will leave behind.
Car rental giant Hertz is seeing six times more rentals than this same point last year in the Dallas area, even with higher rates.
The increased need for rental cars across the country has made Estero, Fla.-based Hertz amp up its operations at its brands including Hertz, Dollar and Thrifty, a Hertz spokesperson said.
“Hertz has been getting ready for April’s solar total eclipse almost a full year in advance with prep, including increased staffing and repositioning cars to high-demand areas to ensure we get customers on the road faster,” they said.
But it’s not just Hertz that says car rentals in Texas are in high demand. St. Louis, Miss.-based Enterprise Mobility, the parent company of popular car rental brands like Enterprise, National and Alamo is anticipating a busy travel season, as well.
“We are seeing increased rental activity in key locations along the path of totality on and around April 8,” the company said. “Some areas of Texas and Oklahoma are showing more than double the bookings as compared to the same time frame the previous year.”
Mondays are usually lower-demand days for car rental companies with the average price of a rental car in Dallas averaging between $95 to $120. But the day of the eclipse is seeing car rental prices at an average of $306, according to hospitality and travel software company RateGain.
It’s a noticeable difference from the weekend leading into the eclipse where car rental prices on average sit at $193 on Saturday and Sunday. Rental car prices on the day after the eclipse average out at about $198.
“I think you’re seeing simple supply and demand at work,” said Peter Strebel, Americas region president for RateGain. “People want to travel with their families and I think they’re willing to pay the prices to experience this event.”
Though car rental rates have increased statewide, travelers likely have not been deterred by the high prices, Strebel said.
“I think we’ve moved into an experience economy after the COVID-19 pandemic. People don’t want to give up special experiences because of prices,” Strebel said. “There was an explosion of travel after the pandemic and I don’t think it will slow down, especially with events as rare as these.”
Tourists may also not be thrown off by high rental car prices as there are other areas where they can save money, said Kelly Soderlund, head of global communications for travel communications company Navan.
“I think it actually behooves people to find those high price points, whether it’s a hotel, airfare or a rental car and balance it out,” she said. “I don’t think an event like this is cost-prohibitive even though cities like Dallas are huge and it will be costly to stay at. But there’s alternatives like staying in a smaller town or flying into cheaper airports. There’s lots of price options for travelers across the board.”
Despite the eclipse happening on April 8, the weekend is where companies like Hertz and Enterprise may cash in the most. Tourists from all over the country are expected to make the eclipse a weekend vacation. It’s led to April 6 being the biggest day for car rental companies like Hertz and Enterprise.
Hertz is reporting a 3,000% increase in advance bookings nationwide on April 6. It all comes down to tourists wanting to be as prepared as possible for the day of the eclipse, Soderlund said.
“I think this is capturing the American zeitgeist and we’re fascinated by space. So people are making the most out of this and traveling wherever they can around Dallas with their rental cars,” Soderlund said. “People are experience-driven right now and they want to be ready for this.”
Among the most popular vehicles that have been reserved ahead of time are midsize and full-size sedans and SUV’s, according to Hertz. That’s because the eclipse is an event that is going to bring out droves of tourists traveling together, Strebel said.
“Those cars can hold more people and with an event like this people are traveling in groups. It could be friends on spring break or families, but these people need more room for luggage and whatnot,” he said. “What better way to experience this than with other people?”
