Hertz has introduced an innovative program called the Gold Squad, featuring trained Golden Retriever service dogs at select U.S. airports. The initiative aims to comfort travelers during their journeys while promoting Hertz’s Gold Plus Rewards loyalty program, which offers members expedited rentals and exclusive rates.
The Gold Squad launched its first event on August 18, 2023, at Dallas Fort Worth International Airport. During the busy travel hours from 09:00 to 14:00, the dogs provided a source of joy and relaxation for passengers. “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,” said Kari Birdsall, Hertz’s Vice President of Operations Excellence, in an email to USA Today.
Hertz’s marketing strategy draws inspiration from similar initiatives. The company has effectively integrated the charm of dogs into its branding, much like Subaru’s marketing with their canine family, the Barkleys. The Gold Squad not only elevates the travel experience but also serves as a platform for sharing information about the benefits of the Gold Plus Rewards program. This program allows members to bypass rental counters, enjoy special rates when booking through Hertz.com or the Hertz app, and earn points redeemable for complimentary rental days.
The introduction of the Gold Squad has resonated with travelers. Hertz reported that social media posts featuring the dogs generated over 88 million views across platforms such as YouTube, Facebook, Instagram, and TikTok. The company is now inviting the public to vote on which cities the Gold Squad should visit next, with options including Chicago, San Diego, and Atlanta.
Meet the Gold Squad
The Gold Squad consists of around 20 Golden Retrievers, all sourced from local service dog organizations. Each dog has its unique personality, designed to engage and comfort travelers. For instance, one of the featured dogs, Sammy, enjoys swimming and is known for bringing a smile to those she meets. Another member, Duke, spends his free time chasing tennis balls, while also helping promote the benefits of the Gold Plus Rewards program.
Hertz spokesperson Lauren Luster emphasized the program’s goal: “We wanted to ease the travel experience, especially during peak travel.” The dogs are placed in open areas of rental car spaces, allowing travelers to choose whether or not to engage with them. Each dog is accompanied by a trained handler to ensure a safe and enjoyable interaction.
In addition to the furry companions, Hertz is offering various giveaways, including branded stress balls, snacks, and charging stations to enhance the travel experience further.
The Gold Squad initiative is set to expand next year, with plans to reach a broader audience at various airports, including potential visits to Detroit Metro Airport. Hertz aims to continue this unique approach to customer engagement, enhancing the travel experience while promoting its loyalty program.
As the program gains traction, it remains to be seen how many more travelers will benefit from the cheerful presence of the Gold Squad in airports across the United States.