1. A method for displaying dynamically determined priority return lanes to customers returning vehicles to a vehicle rental company, the method comprising: identifying a vehicle being returned by a customer to a vehicle rental company by an identification device wherein, said identification device includes a bar code scanner or a license plate scanner; determining priority return lanes dynamically for the customer based on demand for the vehicle, the price of the vehicle, and the make and model of the vehicle; and displaying the dynamically determined priority lanes to the customer in real time.