A corner is slowly being turned by hire car companies, even without the massive boost expected from the World Cup this year.

Reassuringly for rental operators who suffered a miserable 2009 the initial reports of the December holiday period should at least bring some sunshine to a bleak UK winter, as a return to something approaching normally was seen as holidaymakers created a noticeable spike in demand for hire vehicles.

CEO Keith Rankin of the Avis Rent A Car owners Barloworld Automotive said that coastal cities in particular experienced a demand spike last month, with the Avis fleet even running out of cars on some days as late summer demand exceeded expectations.

Rankin’s mood reflects the new more positive outlook held be executives within the industry who for the early part of last year were suffering hugely under the weight of the economic downturn. Massive changes and cost saving measures enacted by the major players allowed them to stay afloat, barely, but wiser fleet management and lessons learned should eliminate future anguish.

With inbound tourism slowly approaching pre-recession levels there is strong hope for a steady resurrection in an industry that peaked three years ago. The international market is finding its feet again and US operators in particular are reporting a surge in demand from European holidaymakers keen to take advantage of the quality range and roads in that country.

The corporate market remains stuck in a belt tightening torpor although the leisure markets across the globe are all reporting a steady increase over the festive period with sales and demand all up significantly from the same period last year, just two months after the height of the economic meltdown.