I rent out of two types of markets, one being ultra-rural and the other being a major city and the rural mom and pop just sold the plane to a student because they went $4K into the hole last year on the plane. That was the only rental plane in a 30 mile radius.
That said, the metro area planes need to be booked almost a week in advance for 1-2 hr weekend rentals due to demand. Good luck getting one for a weekend overnight on only a week in advance.