Hertz - Rental fee increased in July/August?

When I was trying to reserve the cars for upcoming trips, I find that the quoted price is significantly increased comparing with those I booked in the past. Considering the same location, similar week/days pattern, the quoted priced are increased at least 20%. Anyone notice that? Is it only a summer season price, or Hertz has increased its pricing?

Perhaps you could provide the data point(s) you are referring to?

When I was trying to reserve the cars for upcoming trips, I find that the quoted price is significantly increased comparing with those I booked in the past. Considering the same location, similar week/days pattern, the quoted priced are increased at least 20%. Anyone notice that? Is it only a summer season price, or Hertz has increased its pricing?

Kind of a pointless exercise in determining the rate change. Rates are based on demand and a lot can drive that. It could be more people are choosing Hertz for their rental needs at the particular location and period of time you are renting from. The location's fleet could have been reduced due to lack of demand. There could be an event occuring during the week with higher than typical volumes of travelers. Basically it could be a lot of reasons.

i have checked thru the location at SFO/LAX/YYZ
seems that the rental rate quoted at all these location are higher than those in few months ago.
i understand that the rate could affected by many factors; however, the rate is averagely higher than those in the past, and so, I have such question.

Summer rates often go up. You can often get a cheaper rate if you look two to three weeks out (no cost to cancel the original res either)

When I was trying to reserve the cars for upcoming trips, I find that the quoted price is significantly increased comparing with those I booked in the past. Considering the same location, similar week/days pattern, the quoted priced are increased at least 20%. Anyone notice that? Is it only a summer season price, or Hertz has increased its pricing?Happens every year. Most areas it drops again in September.