The various improvements in technology, transformation in the way consumers behave, and changes in economic factors are some of the significant causes of change in the industry of rental marketplace companies during the past years. Looking into 2025, the rental marketplace software continues to proliferate at an unparalleled pace. From furniture and fashion to equipment and spaces, the "access over ownership" mindset is more than a trend – it's an economic and cultural shift changing business models across the globe.
Recent analyses put the global rental marketplace sector at $300 billion by 2027, showing a dramatic surge in both consumer demand and business opportunities. The perfect storm of influential factors includes millennials and Gen Z's preference for flexibility, increasing urbanization, awareness of environmental sustainability, and the embedding of advanced technologies to make renting easier than ever.
Below, we present our holistic analysis of the key rental market trends in 2025, exploring how businesses can adapt to these changes and what opportunities lie ahead for both entrepreneurs and established players alike.
Rental trends and real estate predictions
The global real estate rental market is anticipated to experience a surge in growth from roughly $2.6 trillion in 2023 to $2.8 trillion in 2024, at a growth rate of 7.9% annually. It is particularly evident in the segment of online home rental, projected to surge from $20.58 billion in 2024 to $48.76 billion by 2031, representing a CAGR of 13.1%.
Here are some of the most prominent growing rental market trends transforming the industry:
Rewards program for sustainable rental choices
A huge concern of consumers today is sustainability, and rental platforms have moved to reward schemes that promote environmentally friendly choices. Such initiatives give rewards to renters for choosing energy-efficient homes, eco-friendly furniture, or sustainable products in an effort to reduce carbon emissions in the rental process. This rental marketplace trend not only includes green renters but also fits well in the growing movement of responsible consumerism.
Multi-platform subscription passes
Multi-platform subscription passes are one of the growing rental housing market trends, whereby renters can access different homes, spaces, and even furniture or appliances across multiple platforms on one subscription. This facilitates greater convenience, variety, and flexibility for renters who prefer a more all-encompassing hassle-free approach to managing their living arrangements. This trend is becoming a key part of rental insight for those who seek seamless experiences across various rental services.
Premium membership tiers
Many rental platforms are introducing premium membership tiers that offer exclusive benefits for users willing to pay for added perks. These memberships can include priority access to high-demand properties, discounted rates, or enhanced customer support. Offering premium services helps differentiate platforms and improves the overall rental experience for high-value customers as rental growth continues.
Buy-Now-Pay-Later (BNPL) options for long-term rentals
The increasing utilization of BNPL services is also felt within the rental marketplace trends, especially for long-term rentals. With BNPL options allowing renters to break down the cost into manageable installments, renters can now afford to stay in rentals for the long term. This trend adds not only to the affordability of homes but also to the capacity of renters to make bigger financial commitments without straining their wallets.
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Dynamic pricing based on demand and seasonality
Much like in the travel industry, dynamic pricing is also a popular rental trend that's picking up in the industry. Rental prices are being charged based on demand, season, and peack time to optimize revenue for landlords and local rental platforms, and more competitive rates for renters. This home rental market trend helps the renter and landlord to balance since the price reflects the conditions of the current market.
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Equipment rental forecast
The equipment rental industry is experiencing a transformative moment, driven by technological innovation, changing consumer preferences, and economic dynamics. With the market projected to reach an impressive $76.6 billion in 2024, according to the American Rental Association (ARA), the industry is not just growing – it's reimagining how businesses and individuals access essential equipment.
Growth in "Rental-as-a-Service" monthly subscriptions
One of the most exciting developments and one of the fastest growing rental markets trends is the growth of "rental-as-a-service" subscription models. As with other subscription-based models selling digital products, RaaS would allow customers to rent access to equipment on a monthly basis, enabling access to leading tools and machines without significant upfront costs.
To customers, the advantages of RaaS are obvious. Monthly subscriptions mean predictable, fixed costs, better budgeting, and reduced risk of overpaying for equipment not needed for long-term ownership. This rental marketplace trend is quite attractive for those businesses that require specialty equipment but lack the capital to invest in outright purchases. The rental companies, however, benefit from the recurrent streams of revenue and establish a long-term relationship with their customers. With RaaS gaining traction, an equipment rental model is increasingly being changed into ongoing service and accessibility.
Overall, this approach allows businesses and individuals to:
- Access high-quality equipment without massive upfront investments
- Easily upgrade or change equipment as needs evolve
- Reduce maintenance and storage costs
- Scale equipment resources dynamically
Bundled services: Rental + Maintenance + Insurance
Another major rental market trend that is finding its feet in the equipment space is the emergence of bundled services. In addition to pure rentals, rental companies are increasingly offering value-added services, including maintenance and insurance, together with the rental service. This enhances the value proposition for renters and makes the experience seamless.
For businesses and contractors, such a rental property trend can be a game-changer because it reduces downtime – renters are not worried about servicing or replacing faulty equipment on their own. The peace of mind due to insurance coverage ensures that businesses can continue their operations without the added stress of unforeseen equipment damage or failure.
Automated maintenance reminders
In the recent push to offer more wholesome services, automated maintenance reminders have been one of the key equipment rental industry trends. This feature allows customers to receive timely notifications about when their rented equipment is due for maintenance, servicing, or repairs via the rental platform or mobile apps.
Intelligent systems now proactively track equipment condition, sending timely maintenance alerts that:
- Prevent unexpected breakdowns
- Optimize equipment performance
- Extend equipment lifecycle
- Reduce unexpected repair costs
Live video product demonstrations with experts
As the world increasingly relies on digital tools, live video demonstrations of products with experts are a powerful trend that rental companies can use to connect with their customers. Real-time, interactive demonstrations can be provided by a rental platform to offer personalized guidance in the operation of equipment and answer any questions in real-time.
For customers, this trend gives a more interactive and resourceful experience than static product descriptions or prerecorded videos can provide. The ability to understand features, benefits, and best practices for specific uses of certain equipment by having an expert walk them through it makes customers much more confident in their decisions on what to rent. It is important to individual or business users when people are not familiar with certain tools or machinery and want to be sure that they use them correctly and in a safe manner.
One-click rental extensions
Seamless digital platforms now offer:
- Instant rental period extensions
- Flexible scheduling
- Minimal administrative friction
- Real-time availability tracking
When customers find themselves needing the equipment longer than anticipated, they can extend such rental periods with just a single click and without the hustle of calling customer service or going through other paperwork. Such smooth processes enhance the user experience and make sure customers do not face any barriers that may come up when their needs change.
One-click extensions also benefit the rental company by reducing administrative costs and offering an easy way to retain customers. They minimize downtime for equipment, too, since it's easier for companies to manage their fleet and anticipate availability when rental periods are extended with minimal intervention.
Car/vehicle rental top trends
The global car rental market has grown from $102.29 billion in 2023 to $110.4 billion in 2024, at a compound annual growth rate (CAGR) of 7.9%. In the longer run, by 2028, the market volume is projected to grow bigger still – to $146.7 billion – driven by growing mobility needs emanating from urbanization, moving consumer behavior, and consumption patterns.
Dynamic security deposits based on user history
Dynamic security deposits are going to be one of the game-changing trends in car rental industry. Traditional models usually use fixed deposit amounts, no matter what the history of the renter is, which may be frustrating for a long-term customer or those with excellent track records.
- How it works: Platforms leverage user data to adjust deposits dynamically based on past rental behavior, reviews, and damage reports.
- Benefits: This fosters trust and loyalty among customers, as returning renters are rewarded with lower upfront costs while high-risk users are appropriately flagged.
Customizing trips
Customization starts with flexible vehicle options, enabling renters to choose the perfect car for their journey – be it a compact car for city exploration, an SUV for family road trips, or a luxury vehicle for business travel. Some companies are going further by offering add-ons like GPS navigation, child safety seats, ski racks, and even Wi-Fi hotspots to ensure that each trip is as convenient and enjoyable as possible.
Real-time payment splitting for group rentals
When friends or family rent a vehicle together, the task of splitting payments can be a hassle. Real-time payment splitting addresses this pain point by allowing multiple users to share the cost seamlessly through the rental platform. This car rental market trend uses digital wallets or integrated payment gateways to divide expenses equally or based on pre-agreed shares.
- Pros: Avoids financial conflicts within groups and facilitates customer satisfaction, particularly for business trips or family vacations.
Individual pricing based on rental history
Personalization is the cornerstone of modern marketplaces, and car rental platforms are no exception. By leveraging data analytics, rental companies can now offer individual pricing based on a renter’s past behavior, preferences, and frequency of use.
For example, a customer with a history of frequent rentals and positive reviews may receive discounted rates or exclusive offers. On the flip side, first-time renters may be incentivized with promotional pricing to encourage loyalty. This tailored approach fosters long-term relationships with customers while maximizing revenue for businesses.
Embedded insurance solutions
In 2025, rental platforms will be integrating embedded insurance solutions directly into their booking processes. They offer seamless, pre-configured insurance options tailored to the specific rental. Whether it’s comprehensive coverage, liability insurance, or collision damage waivers, users can choose their preferred plan with just a click. Embedded insurance not only enhances transparency but also simplifies the user experience, ensuring renters feel protected without unnecessary complexity. For businesses, this feature increases upsell opportunities while building customer trust.
Automated damage deposit handling
Managing damage deposits has long been a source of frustration for both renters and rental companies. Automation is transforming this process, making it faster and more transparent.
Using AI and IoT technologies, automated systems can assess vehicle condition at the time of return. High-resolution images, real-time diagnostics, and smart sensors evaluate potential damages and calculate the deposit deductions accordingly. Renters are notified instantly of the findings, and any remaining deposit is refunded without delays.
- Why it matters: Automated handling reduces friction, builds trust, and increases operational efficiency, particularly for companies with large fleets.
Carbon footprint tracking for rentals
With the rise in concerns regarding sustainability, the tracking of carbon footprints has been trending in vehicle rentals. Websites are adding tools to calculate and show the environmental effect of each rental, helping users make green choices. Most electric and hybrid vehicles tend to have significantly lower emissions compared to traditional cars.
By showing this information first, rental companies are encouraging users to make eco-friendly choices and greener travel options. In addition, some platforms allow for carbon offset programs, where renters can directly contribute to environmental projects on the platform.
Remote work and digital lifestyle partnerships
Global and cultural attitude changes toward remote work made a significant impact on the rental marketplace industry, whereby businesses and individuals are becoming more flexible in their means of meeting their needs. In 2024, around 30% of the U.S. workforce shall engage in remote work at least on a part-time basis – an increase from pre-pandemic levels. This immense shift has increased demand for rental services offering remote-work-related equipment, such as high-quality monitors, ergonomic furniture, and noise-canceling headphones.
Remote work equipment rentals offer significant advantages:
- Reduced electronic waste
- Lower environmental impact
- More sustainable consumption model
- Cost-effective access to premium equipment
- Flexibility to upgrade as technology evolves
All-inclusive remote work equipment sets
There has been a trend in the remote work rental market where complete equipment sets are now designed to create the perfect environment for a home office. Most of these rental plans typically include everything a remote employee might need to be productive: desks, chairs, monitors, keyboards, and even tasteful office decorations. All-inclusive sets appeal to a wide variety of remote workers, from freelancers to full-time employees who seek ergonomic solutions without the financial burden of an up-front purchase.
With the global market in remote work equipment rentals going upwards, it is expected to skyrocket to $153.6 billion by 2032. This rapid industrial rental growth underlines increasing demand for home office solutions that will blend comfort, functionality, and style in a way that allows employees to build an environment where they can be productive and feel good. The attraction of renting equipment on-demand, rather than being committed to long-term purchases, has made these services especially appealing for those navigating the uncertainties of the remote work landscape.
Influencer and content creator collaborations
In a bid to reach a wider audience, many rental platforms are now partnering with popular social media influencers to showcase their products. The collaboration not only helps in increasing exposure but also brings a realistic touch that is more relatable to the modern-day consumer. With social media still reigning supreme, influencers have the power to influence purchase decisions, making them very crucial allies for any rental platform.
Curated rental collections by social media personalities
Curated rental collections are hot, and they're only gaining more ground as influencers and content creators continue to drive consumer behavior. In 2025, through partnerships with rental companies, influencers can design and promote their own curated collections of rental items, from furniture and fashion to gadgets and home décor. These exclusive collections tap into the influencer's personal brand, offering followers a chance to rent items they see featured in the influencer's content.
This short-term rental trend benefits both the rental platforms and the influencers. The platforms will get access to a wider audience that is also engaged, while the influencers have the opportunity to make money through online presence and showcasing products that are congruent with their style and content. The collaborations between the rental marketplace and influencers will assume greater importance in the rental marketplace with the growing effect of the influencers.
Adopting these trends for your rental business
Roobykon is focused on developing custom rental marketplace platforms tailored for your business purposes. Our team of professional experts can assist you in adding the most recent functionalities that fit with current tendencies, ensuring your platform will be user-friendly, flexible, and future-proof.
With Roobykon Software, it is easy for your business to follow new rental industry trends. That way, your customers will have a more relevant, efficient, and enjoyable experience.
Let us help you stay ahead of your competitors and set up your rental marketplace for long-term success!
Conclusion
The rental marketplace is standing at crossroads of transformational trends. As we move into 2025 and further, demands for flexibility, sustainability, and curated consumer experiences will only continue to increase. Businesses that not only adapt to these shifts but innovate to meet changing customer needs will thrive and shape the future of renting. With the right strategies, the rental marketplace is positioned to provide immense value to consumers and entrepreneurs alike.
