Thrifty Car Rental 2010 Annual Report Download - page 10

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Dollar and Thrifty Brands
Dollar
Dollar’s main focus is serving the airport vehicle rental market, which is comprised of business and
leisure travelers. The majority of its locations are on or near airport facilities. Dollar operates
primarily through company-owned stores in the U.S. and Canada, and also licenses to independent
franchisees which operate as a part of the Dollar brand system. At December 31, 2010, Dollar had
82 company-owned stores at airports and 67 in local markets, and 57 franchised in-terminal airport
locations and 68 franchised local market operations in the U.S. and Canada. In Canada, Dollar
operates company-owned stores in five of the eight largest airport markets of Calgary, Toronto,
Montreal, Halifax and Vancouver.
As of December 31, 2010, Dollar’s vehicle rental system included 274 locations in the U.S. and
Canada, consisting of 149 company-owned stores and 125 franchisee locations. Dollar’s total rental
revenue generated by company-owned stores was $850.2 million for the year ended December 31,
2010.
Thrifty
Thrifty serves both the airport and local markets through company-owned stores and its franchisees
which derive approximately 90% of their combined rental revenues from the airport market and
approximately 10% from the local market. At December 31, 2010, Thrifty had 82 company-owned
stores at airports and 66 in local markets, and 65 franchised in-terminal airport locations and 118
franchised local market operations in the U.S. and Canada.
At December 31, 2010, Thrifty’s vehicle rental system included 331 rental locations in the U.S. and
Canada, consisting of 148 company-owned stores and 183 franchisee locations. Thrifty’s total rental
revenue generated by company-owned stores was $622.8 million for the year ended December 31,
2010.
Corporate Operations
United States
The Company’s operating model for U.S. Dollar and Thrifty company-owned stores includes
generally maintaining separate airport counters, reservations, marketing and all other customer
contact activities, while using a single management team for both brands. In addition, this operating
model includes sharing vehicles, bussing operations, back-office employees and service facilities,
where possible.
As of December 31, 2010, the Company operates each of the Dollar brand in 57 and the Thrifty
brand in 59 of the top 75 airport markets in the U.S. and operates both brands in 51 of those top 75
airport markets.
Canada
The Company operates in Canada through DTG Canada. The Company currently operates
company-owned stores in five of the eight largest airport markets in Canada, which include Calgary,
Toronto, Montreal, Halifax and Vancouver. The majority of the markets are operated under the
Company’s co-branding strategy in Canada where both the Dollar and Thrifty brands are
represented at one shared location.
Tour Rentals
Vehicle rentals by customers of foreign and U.S. tour operators generated approximately $208.4
million or 14.1% of the Company’s rental revenues for the year ended December 31, 2010. These
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