Car rental company Hertz has introduced a unique initiative called the Gold Squad, featuring trained Golden Retriever service dogs at airports to help ease the stress of travelers. This program aims to promote Hertz’s Gold Plus Rewards loyalty program, which offers members expedited rentals and exclusive rates.
The Gold Squad made its debut at Dallas Fort Worth International Airport on August 18, 2023. The event attracted significant attention, with dogs meeting and interacting with weary travelers from 9 a.m. to 2 p.m. According to Kari Birdsall, Hertz’s Vice President of Operations Excellence, the initiative is designed to provide comfort during the often-draining final leg of travel. “We know the last leg of travel can be draining, so we’re bringing in the Hertz Gold Squad to change that and offer comfort, calm, and a few cuddles during peak travel times,” she explained in an email to USA TODAY.
Hertz’s marketing strategy closely resembles that of Subaru of America, which has successfully used dogs to promote its vehicles. The Gold Squad initiative features around 20 Golden Retrievers that will continue to make appearances at various U.S. airports throughout the year. Lauren Luster, a Hertz spokesperson, stated, “This is the Gold Squad and we want to make people feel golden.” The program not only aims to uplift travelers but also encourages them to enroll in the Gold Plus Rewards program, which offers benefits such as expedited rentals and points redeemable for free rental days.
The concept for bringing dogs to airports emerged during the summer, prompting Hertz to seek collaboration with local service dog organizations. “It’s as simple as we wanted to ease the travel experience, especially during peak travel,” Luster added. Following the success of the Dallas-Fort Worth event, where the dogs received over 88 million views across social media platforms, Hertz is now inviting the public to vote for the next city to host the Gold Squad. Travelers can choose among Chicago, San Diego, or Atlanta by commenting on Hertz’s latest Instagram post.
As the program expands, Hertz plans to incorporate different cities into the Gold Squad’s itinerary, potentially including Detroit Metro Airport next year. In addition to the dogs, Hertz offers fun giveaways such as branded stress balls, snacks, and phone chargers to enhance the travel experience.
The Gold Squad features individual dogs with unique personalities. Among them is Sammy, who enjoys swimming and is eager to share her owner’s savings on rental cars through members-only rates. Another member, Duke, loves chasing tennis balls when not busy comforting travelers, while Mulligan enjoys peanut butter and long walks. Hertz emphasizes that all dogs come from local service dog programs, ensuring they are well-trained for their roles.
For travelers concerned about allergies, Hertz has ensured that the dogs are kept in open spaces within the rental car areas, allowing people to engage with the dogs on their own terms, accompanied by trained handlers. The initiative, which has already garnered positive feedback, aims to create a more enjoyable atmosphere for travelers navigating busy airports.
This innovative approach to customer service reflects Hertz’s commitment to enhancing the travel experience while promoting its loyalty program. As they continue to roll out the Gold Squad, the company is poised to make a lasting impact in the car rental industry.
