Enterprise Rent-A-Car has launched a new website in the UK as part of a phased roll-out of digital enhancements across its European operations that began in August with the launch of a mobile booking app.

The new sites, which are also live in France, Spain, Germany and Ireland, are designed to enrich the customer experience and increase transparency in the booking process.

The websites have been carefully designed to provide renters with increased clarity of pricing and booking terms, as well as faster access to information and a simplified reservation process.

They are the latest step in Enterprise Rent-A-Car’s efforts to improve transparency for customers booking directly online.

With just a few clicks renters can select the desired pick up location and vehicle, choose optional items such as GPS and child seats, and then view the daily rate they will be charged.

Key facts about the rental are easily available on the booking page and are also emailed to the customer once the booking is confirmed.

In the coming months Enterprise will enhance the sites in order to increase functionality, accessibility and transparency.

Jim Stoeppler, vice president, European brand marketing at Enterprise Rent-A-Car, said: “Our new European websites are designed to empower consumers with a simpler booking process as well as much more information on the key facts of the rental.

“Every aspect is clearly marked and presented in a consumer friendly format.

“We will continue to improve this in order to increase transparency and ease of use.

“We want to provide customers with clear information so that they can make a better choice when they are booking online.”

During the past three years, Enterprise has engaged with governments and consumer rights groups in several countries to promote a more transparent online booking practices and “drive-away pricing” on websites.

In addition to facilitating a clearer, faster and simpler booking process, the site has been designed to enable content to be quickly and easily updated in order to improve customer communication.

As well as practical rental and vehicle information, the site includes a series of travel articles and features which highlight the many little known treasures and undiscovered pleasures of the road trip.