5 things to expect from European Rental Week 2024

Taking place ‎Oct. 14-20, 2024, European Rental Week is dedicated to the promotion of rental across Europe and, according to the European Rental Association (ERA), will focus on three foundational pillars under the theme of “Working in Rental for a Sustainable Future.”

European Rental Week 2024 will focus on three foundational pillars under the theme of “Working in Rental for a Sustainable Future.” (Image: ERA)

The first pillar is the people in the industry and will highlight the individuals who drive innovation, ‎collaboration and success.

The second pillar, rental solutions, will explore the latest innovations and trends in equipment rental and the role it has in driving the ‎industry forward towards greater efficiency, sustainability, and success.

The final pillar, sustainablility, will see participants highlight how ‎sustainability initiatives are shaping the future of the equipment rental industry.

The event, which has been developed in collaboration with the National Association and ‎Promotion Committees of the ERA, will see various activities in different countries coordinated and ‎promoted by the national associations within the European Rental Week framework.

Organizations are invited to take part to highlight the importance of rental companies, improve the attractiveness of the industry, raise awareness of the rental concept and promote rental as a sustainable, cost-effective and resource-efficient solution.

“ERA is committed to playing a pivotal role in making European Rental Week a success by actively supporting our members’ initiatives and fostering greater visibility and engagement across the industry,” the organization stated. 

“We encourage all stakeholders to join us in these efforts and contribute to the growth and recognition of the rental sector during this important week.”

Here, IRN takes a look at five things we can expect from European Rental Week 2024.

1. People will remain a focus

Given that the European Rental Association has emphasised the importance of people in the rental industry in recent years, it’s no surprise that the event will hold a special focus on the subject as part of one of its key pillars.

“We decided for the first European Rental Week to take the theme from the ERA Convention, which was “Investing in People,” Stéphane Hénon, president of the European Rental Association and managing director of Loxam explained last year. “This is because it is a key topic for our industry, as well as a core component of ERA’s strategy. We have great people in our industry and we will always need great people because, as a service industry, it is our people who bring us success and drive us forward.

Throughout the week, we’ll see the promotion of skills development, diversity, employee well-being and the role these all play in attracting and retaining talent to the industry.

2. The theme is sustainability

Committment to sustainability is a growing part of the rental landscape across Europe, as companies are tasked with meeting environmental goals and offering sustainable solutions.

Speedy Hire, for example, launched its ‘Decade to Deliver’ Net Zero roadmap in 2023. The company says the strategy provides clear, science-based targets with tangible steps to reach Net Zero by 2040, 10 years ahead of the Government deadline. It aims to reduce Scope 1 & 2 emissions by 50% and Scope 3 emissions by 42% by 2030.

“We have worked with each unit of the business to develop bespoke plans that address their specific needs to reach these goals,” said Amelia Woodley, ESG director, Speedy Hire of the company’s goals. “We also evaluated which of the targets are most relevant to the different divisions - for example, working with our Fleet division to evaluate the impact that our goal of replacing diesel and petrol cars with EVs has on the Fleet unit and how it will be managed by the team.”

We can expect to hear from more companies as to how they are tackling sustainability challenges and how they are adopting new practices to meet them head on.

3. Webinar kicks things off

Last year saw Jean-Baptiste Annat (Eurogroup Consulting), Jose Blanco (ASEAMAC), Florence Dupont (DLR) and Daniela Niederstätter (Niederstätter AG) discussed people, skills and what rental companies can do to

ERA President Stephane Hénon, speaking during the ERA webinar held during the first European Rental Week in 2023.

attract the people they need as part of the webinar “Building the Future - People and Growth in Equipment Rental.”

While nothing in terms of who will be on this year’s panel and what specifically will be discussed has been annouced at the time of writing, the ERA has confirmed that the webinar will take place on the first day. 

4. National associations take part

As well as the promotional activities organized by the ERA, national organizations are invited to take part by holding their own activities.

So far, a number have confirmed their participation, including:

The Hire Association Europe - Trade association for the plant, tool and equipment hire sector, aiming to protect, support, and build successful businesses, set and improve standards, safeguard end-users, hirers and contractors through our commitment to skills, standards and sustainability.

Global Rental Alliance - Networking organization of equipment rental associations formed in 2003 to promote rental worldwide. The GRA creates an opportunity for members to learn from one another and discuss universal issues, such as promotion, sustainability, digitalization, market penetration, safety, training and skills, and attracting talent to the industry.

ASEAMAC - Support platform for companies specializing in the rental of machinery and equipment in Spain, ASEAMAC has been recognized by the Ministry of Labor as the representative business association for rental since 1996.

More associations are expected to confirm their participation as the event draws closer.

5. Making rental more attractive

Hénon has said one of the ERA’s long-range goals is to improve the attractiveness of the rental industry. A key part of this is people and sustainability, as noted, and finance. 

“The green transition brings many opportunities, and we need to keep raising awareness of the sustainability benefits that our industry provides,” he said, “but there are also challenges in terms of electrification and greening fleets, as well as new reporting requirements that are coming in at EU level.”

He continued, “On the financial side, we need to make sure our industry remains profitable... and for companies to find opportunities within a difficult economic environment.”