The firm has cited 'increasing external operating costs' for the price rises, which take effect from 28 March 2011 for new reservations – for existing reservations, the firm will honour the price quoted for the reservation.

The pricing changes are as follows:
• Hourly rates for Monday through Friday will increase by 55p
• Hourly rates for Saturday and Sunday will increase by 30p
• Daily rates will increase by £3.50 to £5 depending on type of car and day of the week.

In addition, each reservation will now include 40, instead of 60, miles. Mileage overage charges will continue to be billed at 23p per mile.

All reservations include fuel, insurance and Congestion Charge.