Customers who fail pick up their rental car will now face a fee of £40 from Avis Europe in a bid to improve vehicle availability.

The initiative, which is being claimed as an industry first, will be progressively rolled out across the Avis Europe network throughout 2009.

The ‘no show’ fee will bring the car rental firm in line with other travel operators, where it is common practice when booking hotels, cruises, tours and flights.