SIXT Expands into Palm Springs, Targeting Upscale Tourism and Events

PALM SPRINGS, CA – March 09, 2026

Global mobility provider SIXT has officially opened a new rental car branch at Palm Springs International Airport (PSP), marking a significant strategic expansion into one of Southern California's most vibrant and fastest-growing travel destinations. The move positions the company to capitalize on the region's booming tourism, high-profile events, and increasing demand for premium travel experiences.

The new location, opened just ahead of the peak season that includes the BNP Paribas Open tennis tournament and the Coachella Valley Music & Arts Festival, underscores a deliberate strategy to embed its premium services within high-demand travel markets. With a fleet of high-end coupes, sedans, and SUVs, the company aims to cater to the diverse needs of leisure, business, and event-driven travelers flowing through the Coachella Valley.

"Palm Springs International Airport is a key addition to our travel network that allows us to meet the growing demand for premium car rental in this popular destination," said Tom Kennedy, President of SIXT North America, in a statement. "Our high-end fleet and exceptional service ensure travelers in Palm Springs and the Coachella Valley enjoy a smooth, first-class rental experience."

Tapping into a Thriving Desert Oasis

SIXT's arrival is timed to perfection, aligning with a period of record-breaking growth for both the airport and the Greater Palm Springs region. Palm Springs International Airport, known for its unique open-air design, served over 3.3 million passengers in 2025, setting a new all-time record. This surge in traffic, which included a 2.4% increase over the previous year, happened even as airlines utilized larger, more efficient aircraft, signaling strong and sustained passenger demand.

The region's economic vitality is heavily fueled by tourism. In 2024, Greater Palm Springs welcomed 14.5 million visitors, injecting over $7.4 billion into the local economy. This represents a consistent upward trend from pre-pandemic levels, with tourism supporting approximately one in four jobs in the Coachella Valley. The area is a magnet for resort and wellness tourism, but its global profile is most elevated by major annual events.

The BNP Paribas Open, often dubbed the "fifth Grand Slam," drew a record 504,268 fans in 2025, while the Coachella festival attracts a quarter-million attendees each year. These events bring a global audience with a high propensity for premium services, creating a lucrative market for a mobility provider that emphasizes a first-class experience.

Airport officials have welcomed the new addition as a reflection of this momentum. "Welcoming SIXT to Palm Springs International Airport reflects the continued momentum we’re seeing at PSP," stated PSP Executive Director Harry Barrett, Jr. "As passenger traffic grows and our network expands, strong rental options are essential, and SIXT’s premium approach complements PSP’s commitment to delivering an exceptional guest experience."

California Gold Rush: A Broader Competitive Strategy

The Palm Springs opening is not an isolated event but a calculated move in a much larger strategic play. For SIXT, the United States has become its most important growth market in just over a decade, and California is the crown jewel of its expansion efforts. The PSP branch becomes the company's sixth major airport location in the state, joining a robust network that includes hubs like Los Angeles (LAX), San Francisco (SFO), and San Diego (SAN).

This aggressive airport strategy is complemented by 18 off-airport locations across California, creating a comprehensive network designed to serve travelers at multiple touchpoints. This includes the recently opened Cross Border Xpress branch, which caters to the unique flow of travelers using the Tijuana International Airport to cross into the U.S., demonstrating a nuanced understanding of regional travel patterns.

This expansion places the German-based company in direct competition with established American rental giants like Hertz, Avis, and Enterprise. SIXT's strategy for differentiation hinges on its 'premium' promise: a newer, higher-spec fleet, a strong brand identity, and a seamless digital booking process through its app and website. By focusing on the customer experience, the company aims to disrupt a market often criticized for its lack of innovation and inconsistent service quality. This pattern of strategic growth is visible nationwide, with recent openings at airports in Tulsa, Oklahoma, and Reno, Nevada, highlighting a clear intent to build a formidable presence in key U.S. travel corridors.

Redefining the Rental Experience

For travelers arriving in Palm Springs, the new offering promises to elevate the journey from the moment they land. The emphasis on a premium fleet means customers are more likely to find the specific type of vehicle that suits their trip, whether it's a convertible for cruising through the desert or a luxury SUV for a family getaway to Joshua Tree National Park. The company's digital-first approach aims to minimize friction at the rental counter, allowing for quicker and more convenient vehicle access—a critical advantage during peak festival weekends when airport terminals are at their busiest.

By integrating its services into a single mobility platform, ONE, which includes options for rental, ride-hailing, and car subscriptions, SIXT is positioning itself not just as a car rental company but as a comprehensive mobility provider. This forward-looking approach, combined with a consistent focus on customer satisfaction—as noted by its performance in the J.D. Power North America Rental Car Satisfaction Study—forms the core of its appeal to modern travelers.

As SIXT continues its expansion across North America, including its recent entry into the Canadian market, the new Palm Springs branch serves as a microcosm of its global strategy: identify high-value markets, deliver a superior product, and build a deeply integrated network. This extensive network ensures SIXT can serve every type of California traveler, whether they are arriving at major hubs, exploring regional destinations, or crossing international borders.