A vehicle rental system includes a processor that determines whether a parked vehicle in a standby parking space is a rental vehicle or an owned vehicle of a user on the basis of parked vehicle identification information, rental vehicle identification information, and owned vehicle identification information, and the processor executes wrong parking handling processing for removing the parked vehicle in the standby parking space when the processor determines that the parked vehicle in the standby parking space is not the rental vehicle or the owned vehicle within a rental vehicle usage scheduled period.