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RateHighway
August 26, 2025
4 min read

Rate Boomerang feature: Transform Your Car Rental Pricing

Pricing in the car rental business has always been about balance: stay competitive, keep cars moving, and protect your margins. But what if, instead of only reacting to the market, you could influence it? That is the bold idea behind Rate Boomerang, a feature in RateMonitor Elite’s Rate management software that helps operators turn pricing into a proactive strategy.

Mathieu Wattelle
Head of Marketing at RateHighway

What is Rate Boomerang?

How It Works

At its core, Rate Boomerang lets you set rates in a way that encourages competitors to follow your lead. Instead of chasing the market down, you position your prices smartly, sometimes slightly above, sometimes just below, so that competitors adjust their rates around you.

Think of it as sending out a signal into the marketplace. You launch a rate, and like a boomerang, the market comes back to meet you. It is more than just pricing, it is influence.

The Benefits

  • Stay ahead instead of catching up: You are not simply responding to changes, you are shaping them.

  • Improve margins with confidence: By nudging competitors upward, you protect profitability while staying competitive.

  • Automate the heavy lifting: Rate Boomerang works seamlessly within RateMonitor, so the strategy runs daily without constant tweaks.

Influencing Market Rates

Strategic Price Positioning

Most operators are used to price matching or undercutting, but that approach erodes value quickly. Rate Boomerang flips the script. By positioning your fleet strategically, you can set the “anchor” that others in your area naturally align with.

It is the difference between being a follower in the race to the bottom and being the pace-setter. This kind of car hire management software functionality does not just keep you competitive, it makes you influential.

Maximizing Revenue

When competitors adjust upward in response to your rates, you gain more room for profitability. Combine that with RateHighway’s precision AI, and the result is higher fleet utilization and smarter pricing aligned with demand.

For operators using car rental software solutions, Rate Boomerang means you do not just compete locally, you can actually nudge your market into more favorable conditions.

Real-World Applications

Case Studies and Examples

Imagine this scenario:

  • A city-center rental operator consistently finds that lowering prices fills the fleet but kills margins.

  • By applying Rate Boomerang, they set rates slightly above competitors while maintaining a strong value proposition.

  • Over time, competitors begin adjusting upward too, normalizing higher market rates.

  • The result: cars still move, but at prices that sustain growth.

Another example comes from seasonal demand shifts. During peak travel weeks, a small operator leverages Rate Boomerang to keep prices elevated just enough that competitors follow, capturing higher revenue without scaring away customers.

This is not theory. Rate Boomerang is actively helping operators worldwide reframe their pricing strategies using rental Rate Management software that is built for influence, not just reaction.

Wrapping Up

Most Rate Management Software helps you track, compare, and adjust. Rate Boomerang goes further. It gives you a way to shape your market, not just survive in it. For small and independent rental operators, that is a powerful shift.

Because pricing should not only be about following the crowd, it should be about leading it.

What’s Next

Curious to see it in action? Reach out and book your demo now!

Mathieu Wattelle
Mathieu Wattelle is a highly skilled marketing professional with over 15 years of experience in various industries including banking, retail, and mobility. He has a strong record of leading digital and marketing teams, executing comprehensive marketing plans, and focusing on customer satisfaction. His expertise encompasses growth management, digital marketing, data and business management, pricing strategies, and leading global business units. Mathieu has held significant roles at WeYield, Rate-Highway, Brigad, ZEWAY, Carrefour, Hertz, and Europcar Mobility Group, demonstrating his versatile marketing skills across different sectors.
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