We always tried to get a nice high rate for walkins. It all depended on the situation. Obviously if we were sitting tight, we quoted higher rates, and if we were fat, then we would go for as high a rate as possible but not lose the deal. People bitch about price gouging, but noone is making you rent a car! If you don't like the price, don't rent....go somewhere else, or walk, or go sit in a corner and cry. The same thing would happen if you walked into a hotel or up to an airline counter without a reservation, you would pay more. Yes, the person who walks in after you might pay more or less depending on who they are dealing with, but that is part of the deal. Again, if you don't like the price, leave!