Why Rates Are the #1 Barrier (and Opportunity) in Ground Transportation

On September 17, 2025, GNet hosted a Workshop Wednesday focused on one of the industry’s biggest pain points: rates. Yasmin and Amir Zafar were joined by Randy Allen—who has more than 17 years of rate management expertise—along with Adam Tregaskis, Achim Sorge (LimouRate), Paul from NYC Legends Limousine Worldwide, and other industry leaders.

The Problem with Rates Today

Many operators still rely on static rate sheets or manual processes. As Randy Allen put it, “The industry is weak in providing immediate pricing information.” Customers, however, expect instant quotes—a standard set by Uber, Lyft, and soon autonomous vehicle providers like Tesla. Without adapting, companies risk losing market share.

From Zone Pricing to Formula Pricing

Traditional zone-based pricing is cumbersome, inaccurate, and based on postal codes rather than real travel patterns. The group emphasized moving toward formula-based pricing (time + mileage). Most modern reservation systems already support this, and LimouRate offers a centralized rate engine and booking widget that integrates with GNet.

Why Electronic Rates Matter

• Affiliates: GNet enables affiliates to share live rates instantly—no more annual spreadsheets.
• Customers: Quick, accurate pricing builds trust and convenience.
• Vendors: Operators need to demand formula-based pricing tools from their software providers.
• Profitability: Starting with cost-based formulas ensures consistent margins while reducing guesswork.

Market Complexities

The discussion highlighted challenges in specific markets like New York City (congestion taxes, unpredictable traffic). Ancillary fees (parking, tolls, event surcharges) were acknowledged as acceptable if the base fare is accurate.

Call to Action

Operators were urged to:

1. Program rates electronically—start with sedans, SUVs, and vans (the low-hanging fruit).
2. Integrate with GNet and Limo Rate to share rates in real time.
3. Push vendors for formula-based engines and automation features.
4. Think customer-first—instant pricing and convenience win loyalty.

As Yasmin Zafar concluded: “Investing time in setting up accurate rates will lead to long-term gains.”

This workshop made one thing clear: accurate, electronic rates are no longer optional—they are the future of ground transportation.

👉 Watch the full workshop replay here: YouTube Link