PROJECT APOGEE is a RateHighway research initiative investigating the future of car rental revenue management. Also known by its code name, DeepRevenue, the laboratory explores questions that extend beyond a standard product release, including how revenue systems might interpret the conditions behind familiar measures such as vehicle utilization. The same booking percentage, for example, may reflect corporate demand, a leisure surge, upcoming cancellations, or a competitor’s pricing—and each context could call for a different decision.

The work builds on RateHighway’s more than two decades of experience helping rental operators gather market evidence, apply their strategies, and make pricing decisions. Its research considers practical factors such as location, vehicle class, length of rent, one-way rentals, sales channels, operating rules, and human judgment. RateHighway’s existing RateMonitor Elite system is part of the experience informing this exploration.

PROJECT APOGEE also has a distinctive Apollo-inspired identity, with mission-themed clothing, tools, and patches. Its Commissary presents a collection of ten physical artifacts, including the Issue 09 Apogee patch.