"The only element between you and the success you crave is yourself"

Episode abstract
1/ System-Mind Synergy: Explore optimizing the synergy between our systems and mental faculties for peak performance.

2/ Adapting to Volatility: Uncover strategies for maximizing mental agility amidst extreme market volatility and uncertainty.

3/ Harnessing Past Experience: Evaluate how leveraging past experiences can bolster our resilience and adaptability to embrace discomfort and change effectively.

4/ Cultivating a New Mindset: Implement actionable tactics to cultivate and embed a growth-oriented mindset, fostering innovation and adaptability in dynamic environments.

Adrian, with over 15 years of experience in car rental in Ireland working for Enterprise and Sixt in various capacities such as Operations, Channel Management, and Sales, understands the pivotal role car rental operations play in serving customers, often being their initial point of contact after long flights. Transitioning from the bustling front office to the quiet back office was initially jarring for him, prompting introspection about his career path.

He delves into the power of thought, citing statistics that reveal how people's thoughts shape their realities. Adrian advocates for conscious reprogramming of the subconscious mind to foster positive change gradually, emphasizing the mind's inability to distinguish between reality and imagination. He urges professionals to focus on their own businesses rather than fixating on competitors, stressing the importance of recognizing one's unique value proposition.

Adrian encourages embracing change incrementally, acknowledging that personal growth necessitates accepting failure and experimenting with resilient, profitable ventures. He outlines three types of goals—A, B, and C—highlighting the significance of pursuing goals driven by burning desires. Visualizing success mentally is underscored as a potent tool in achieving these objectives. In essence, Adrian advocates for a proactive mindset, strategic focus, and a willingness to evolve in the dynamic car rental industry.

Chapter
00:00:00 Adrian Treacy introduction
00:19:20 How the mindset approach got started
00:34:30 Revenue management and mindset
00:47:14 Setting a new paradygm, our new mental software
00:53:45 How to overcome fear as a driver not to start
01:13:14 3 types of goals A, B, C till the end

#18 Adrian Treacy, Mindset Consultant

Are you navigating the complex world of revenue management and distribution in the car rental? This week, we’re joined by industry veteran Mark Richards, who brings decades of experience in the car rental sector to the Revenue Machine. 

Mark shares his unique insights on the evolution of the car rental market, from the rise of online travel agents to the emergence of new affiliation programs. Discover how the tier one legacy brands have adapted to market changes and how tier two players are now making waves.  

- Tier one car rental companies : Avis Budget Group, Hertz-Dollar-Thrifty, Sixt, Enterprise-National-Alamo, Europcar-Goldcar
- Tier two : Ace, AutoUnion, Autowill, Carwiz, GreenMotion, NP Autos (Priceless, NextCars), SurpriceCars, etc

Mark discusses the challenges of brand loyalty, the importance of understanding customer needs, and the potential game-changers in urban mobility. For him, the subscription model is a way to improve the usage of car rental and strengthen the loyalty of customers to the brand.

He also gives tips for independent car rental companies on choosing the right affiliation programs, and he shares his vision for the future of car rental and its relationship with technology and emerging trends.  

Whether you're a car rental expert or a revenue manager in another industry, you'll gain valuable perspectives that will help you to **optimize your business strategies and stay ahead of the competition**. Don't miss this episode! 

Chapter
0:00:00 Introduction and Background Mark Richards shares his career journey in the car rental industry
0:09:30 The "mushroom" period
Includes analysis of the "mushroom" period of new brokers and how legacy brands initially reacted.
0:35:10 The Emergence of Tier Two Brands and Affiliation
0:43:15 Tip of Mark to select an affiliation program
0:55:50 A look at what the future of car rental networks and OEM's
1:08:30 Continuous learning in a rapidly changing business environment

Reference
WeYield Forum 2025 in London https://www.weyield.io/events/weyield-forum-london-2025-wtm
Thomas Cook car hire https://www.thomascook.com/extras/car-hire
Starcar https://www.starcar.de/en/
Sani Car https://sani.co.za/
Localiza https://www.localiza.com/others/en-us

#26 Mark Richards, how to choose an affiliate program

Passionnate about car rental company transformation in yield management

#26 Mark Richards, how to choose an affiliate program

The Revenue Machine

Related tracks