Nowadays, the inflation of pricing is becoming a big issue on customer’s purchasing incentive. The company has to generate the marketing strategy according to price incentive and demand change to maintain the level of potential customers and the company profit. Also the capacity allocation is the problem of determining how many product units are allow to low-fare customer to book when there is a possibility of future high-fare demand. As the revenue management is a management approach to maximize the return from their constrained resources, it has been broadly used as a strategy to maximize the revenue in hotel industry and many service industries such as car rental, cruise, media, gasoline, automobile industry and etc. Those industries are mentioned also have revenue management department. In this research, it will explain how the revenue management applies to car rental industry, together with its implementation, benefit, barriers and challenges. Revenue Management This model helps the company in terms of making strategic and proactive decisions to increase occupancy rates and total revenue for their product units. Applying a systematic process to such decision-making can increase their success. Car Rental Industry *Revenue Management (RM)* applies in Car Rental Industry Customer segmentation {text:bookmark-start} {text:bookmark-end} classifies as individuals, corporate and insurance or leasing. Individuals: These customers are individual travelers booking directly or indirectly through travel companies, tour operators, partnership arrangements and brokers. To support business from individual customers, a rental car company has to be partnership with the world's airlines, railway networks and other leading travel compani ...