How to price direct rentals when the same car is on Turo
Updated November 3, 2026, 6 minute read
Once a car is on Turo and on your own site, every guest is comparing. Price direct too high and there's no reason to book you; too low and you've given away the margin that made going direct worth it. Here is how to set the number, and how to keep it right without editing two calendars every week.
Start from what you keep, not what the guest pays
On Turo you're paid 60% to 90% of the trip price, depending on your protection plan, and the guest pays Turo's fees on top. Direct, the guest pays your price and you keep it minus the card fee: 2.9% + 30¢ on a standard US card through Stripe.
So a direct price below your Turo price can still pay you more per trip. On a $100 Turo day at a 75% plan you're paid $75. A $90 direct day pays about $87 after Stripe's fee: cheaper for the guest, more for you.
Your own insurance for direct trips comes out of that difference, so work it out per car before you pick a discount.
Follow Turo instead of copying it
Turo prices move with the season, the day of the week and Turo's own dynamic pricing. Copying them to your site by hand goes stale within a week.
In DriveIt, set each car's direct price as its Turo price plus or minus an amount or a percent, such as Turo minus 8%. When Turo's price changes, the direct price follows. If you use price rules, a rule can set the direct price as well as the Turo price, and a direct price you've set by hand is left alone.
Where direct should be cheaper, and where it shouldn't
A flat discount is a fine start. Most hosts end up adjusting it by situation:
- Weekly and monthly rentals: the strongest case for a lower direct price, since one long booking replaces several turnovers.
- Returning direct guests: a returning-guest price gives them a reason to come back to your site.
- Peak weekends and holidays: demand is there anyway, so a smaller discount, or none, is common.
- Last-minute bookings: the guest is paying for availability, not price.
Charge for what Turo used to handle
On Turo, extras and policies are set inside Turo's system. Direct, they're yours to write down and show before booking: the security deposit, delivery or airport pickup fee, mileage limit, fuel, cleaning, smoking, pets and late return.
Clear extras let you keep the daily price competitive without losing money on the trips that cost you more. Check rental taxes for each pickup location with your accountant; DriveIt suggests them per location and you decide what to turn on.
Watch it per car
After a month or two, look at profit per car with both channels in it. A car that fills up direct can take a higher Turo price, or come off Turo for a stretch. A car that sits empty direct may need a bigger gap under Turo, or a better place on your site.
Questions
Should my direct price always be lower than Turo?
Usually a little lower, because the guest skips Turo's fees and you skip Turo's share. On peak dates many hosts keep it the same.
Will my direct prices change when I change my Turo price?
Yes, if you set them as Turo's price plus or minus an amount or percent. A direct price you set by hand stays as you set it.
Where can I compare prices with other hosts?
The DriveIt host group on Facebook is where hosts talk through pricing, fees and going direct.
This guide is general information, not legal, tax or insurance advice. Rules differ by state and city; check with a local attorney, accountant or insurance broker for your business.