Car rental company Hertz has introduced a new initiative called the “Gold Squad,” featuring trained Golden Retriever service dogs at selected airports to provide comfort to travelers. The program aims to enhance the travel experience while promoting Hertz’s Gold Plus Rewards loyalty program, which offers members benefits such as expedited rentals and exclusive rates. Starting this summer, the Gold Squad will visit various U.S. airports, with the public invited to vote on future locations.
The Gold Squad debuted on August 18, 2023, at Dallas Fort Worth International Airport, where the dogs greeted travelers during peak hours from 9 a.m. to 2 p.m. The initiative was an immediate success, generating significant interest and engagement on social media. According to Lauren Luster, a spokesperson for Hertz, the program aims to ease the travel experience, especially during busy periods. “We wanted to start there first and see how it went,” Luster stated. “It was a huge hit, and so we want to bring it to other airports.”
The Gold Squad consists of approximately 20 Golden Retrievers sourced from local service dog organizations. These dogs are expertly trained to interact with the public, offering a source of comfort to weary travelers. Luster highlighted that the dogs would not only brighten the day of airport visitors but also assist Hertz employees in promoting the Gold Plus Rewards program. This program allows members to skip the rental counter at select locations, earn points for free rental days, and access special rates when booking through Hertz.com or the Hertz app.
The public has been actively engaging with the Gold Squad’s presence. Hertz has reported that social media posts featuring the dogs have garnered over 88 million views across platforms like YouTube, Facebook, and Instagram, as well as 9.9 million views on TikTok. To further engage the community, Hertz is allowing the public to vote on which city the Gold Squad will visit next, with options including Chicago, San Diego, and Atlanta.
Each member of the Gold Squad has a unique personality, and Hertz has highlighted several of the dogs on its website. For instance, one dog named Sammy enjoys swimming and helps promote the benefits of membership in the Gold Plus Rewards program. Duke, another Golden Retriever, loves to chase tennis balls when not comforting travelers and is noted for his ability to choose the best backseats for rentals. Mulligan, another member, enjoys peanut butter and long walks, emphasizing the convenience of skipping the rental counter for Gold Plus Rewards members.
While the Gold Squad is designed to enhance the travel experience, Hertz has also taken into consideration travelers with allergies. The dogs are stationed in open areas within car rental zones, allowing individuals to choose whether to engage with them. Each dog is accompanied by a trained handler to ensure a safe and pleasant experience for all.
In addition to the comforting presence of the dogs, Hertz is providing various giveaways, including Gold Squad branded stress balls, snacks, and phone chargers, to further enhance travelers’ experiences. The initiative not only aims to improve customer satisfaction but also to establish a positive connection between Hertz and its customers, reinforcing its brand image in a competitive market.
As Hertz prepares to expand the Gold Squad program in the coming year, it aims to reach a wider audience, potentially bringing the initiative to more airports, including Detroit Metro Airport. This innovative approach to customer engagement reflects a growing trend among businesses to prioritize the emotional well-being of their customers, particularly during stressful travel times.
