Insurance is often where people get very screwed when it comes to pricing. Once you find the base rate you like, unless you have a credit card that includes insurance or car insurance that covers you for rentals, you could end up adding $30-80 per day on top of your base rate. We always book our car rentals with our AmEx Platinum or our Chase Sapphire Reserve because they include theft and damage insurance.
From American Express’ benefits site:
You can be covered for theft, loss and damage of your rental car with an MSRP of up to $85,000 for rentals of 48 days or less when you fully charge your rental to your Platinum Card. To take advantage of this protection, simply decline the Collision Damage Waiver (CDW), Loss Damage Waiver (LDW) or similar option offered by the car rental agency.
From Chase’s benefits site:
Decline the rental company’s collision insurance and charge the entire rental cost to your card. Coverage is primary and provides reimbursement up to $75,000 for theft and collision damage for rental cars in the U.S. and abroad.
Many credit card programs also feature roadside assistance in the event that you need support along the way. Sometimes, car rental agencies will insist on paying for their LDW or CDW. In this case, we recommend calling the credit card company to find out your options.