In 2013 the most important factor impacting value growth in car rental was cheaper flights in the country. People preferred to rent a car once they landed in their destination, rather than driving the whole way, for safety reasons. This was particularly the case for summer holidays, during which many consumers travelled to the southern cities of Mugla and Antalya, which are the most popular holiday destinations in Turkey. For example, a trip from Istanbul to Antalya, a distance of 750km, takes 10 hours by car, and even longer by bus. It is costly, and perceived as exhausting and dangerous by many domestic travellers. Whilst the price of air travel is almost equal to bus travel, for long distances it is cheaper compared with the fuel costs of doing the same trip by car. In addition, other important factors which fuelled the growth in car rental were the increase in tourist numbers, road improvements and a change in consumer behaviour, in terms of holidaying more and increased mobility.