J.D. Power Study Finds Millennials Love Rental Cars

The generation is even a big fan of rental cars, according to J.D. Power's 2015 North America Rental Car Satisfaction Study. The new research finds Millennials – defined here as those born from 1977-1994 – as some of the most enthusiastic customers around. The age group actually boosts satisfaction for the whole industry.

In the latest study, J.D. Power rated the industry's average customer satisfaction at 798 points out of a maximum 1,000, which is the highest-ever score with the current methodology. For the annual research, investigators ask vehicle renters at airports to rate companies in six criteria, and they then tally the results on this index.

Enterprise scored the best results for the second consecutive year with a score of 831 – up 26 points form 2014. National and Alamo also beat the national average at 818 and 807, respectively. Thrifty came in last with 733 points. You can see the full results in the table to the right.

Millennials are largely to thank for this record score because they gave the highest ratings to rental car companies of any generational group. At 34 percent, the age group was also the second-largest surveyed – just behind Baby Boomers (1946-1964) at 40 percent. Customers were also happier in general this year. Business traveler satisfaction jumped 30 points from 2014, and those on leisure trips rated the industry 22 points higher.

J.D. Power suggests that rental car companies continue to keep Millennials satisfied because they aren't afraid to express an opinion on the Web. Of them, 47 percent write online reviews. Only 27 percent of people from Gen X (1965-1976) do that and just 10 percent of Boomers.