What Turo keeps
In the US, Turo hosts choose an earnings plan. The host share of the trip price is 70% on the More peace of mind plan, 80% on Balanced and 90% on More earnings, with less protection the more you keep. On a $700 week that is $70 to $210 that stays with Turo.
A direct booking keeps the full trip price, minus card processing and your booking software. In exchange, you take on what Turo was handling: insurance, payments, taxes and customer support.
The rule you must not break
Don't take guests you met on Turo off the platform. Turo prohibits requesting or accepting payment outside Turo, by any method. A violation voids your Turo protection for that trip and can bring a $150 fee, removal from Turo, and liquidated damages of $5,500 under Turo's terms.
So the goal isn't to move Turo guests. It is to build demand that never came through Turo, and to run both channels side by side.
Where direct customers come from
- Search: a Google Business Profile and a booking site that shows up for “car rental + your city”.
- Social: Instagram, Facebook and neighborhood groups that link straight to your booking page.
- Local partners: hotels, body shops and dealerships that need replacement or loaner cars.
- Word of mouth: customers who found you directly and come back, with their friends.
What changes when you rent directly
| On Turo | Direct | |
|---|---|---|
| Your share of the trip | 70%–90%, by plan | 100%, minus card processing |
| Insurance | Turo's protection plan for that trip | Your own commercial rental policy — Turo protection doesn't apply |
| Payments and deposits | Collected by Turo | Collected by you, ideally online before pickup |
| Taxes and surcharges | Turo collects the peer-to-peer surcharge | You collect and file sales tax and any rental surcharge (in Florida, $2 per day) |
| Rental agreement | Turo's terms | Your own agreement, signed by each renter |
In Florida specifically, see how to start a car rental business in Florida for sales tax registration, the surcharge and liability limits.
Run both channels without double bookings
- Set up commercial insurance that covers direct rentals before your first direct trip.
- Publish a booking site with live availability, online payment and a digital rental agreement.
- Keep calendars in step: import Turo trips so they block your site, and block each direct trip on your Turo calendar.
- Price direct rentals so they compete with Turo after taxes, but still beat your Turo net.
- Send every new direct customer a confirmation, pickup instructions and a receipt automatically.
éPure Drive handles steps 2, 3 and 5: a branded booking site on your own subdomain, Stripe or Square payments into your account, digital agreements, and Turo and iCal sync that imports your Turo trips so those dates can't be booked on your site. The Starter plan is free forever — see pricing.