Things may be looking up for SeaWorld on paper, but whether or not it returns to its former strengths has more to do with changing consumer sentiment than competition or its own marketing efforts.
Airports are never easy to work with and require cutting through red tape longer than any distance a traveler can drive in a Turo rental. Focusing on connecting travelers with cars outside the airport environment introduces more personality into the company and allows it to better compete with ride-hailing app giants like Uber.
Influencers only influence if they mean something to an audience. Travel brands have to consider this when they're at the juncture of deciding whether reach or engagement is the goal of a social media campaign.
Business travelers want convenience above all else and that's something rental car companies aren't the best at delivering, especially on their outdated websites that don't offer user-friendly experiences.