Rental car company Hertz is flexing its international muscle, and celebrating five years of Hertz Gold Plus Rewards, with a giveaway for customers willing to engage and rent with the brand.
 
Interestingly, the European contest offers loyalty points as the only prize, with the winner of the grand prize earning 500,000 points, or enough to earn 555 complimentary rental days with the company. This creates a situation where the prize is undoubtedly generous but ensures continued engagement with the brand even for winners of the top prizes.
 
Recently, car rental brands have gone to increased lengths to win the loyalty of travelers. Just missing the podium in J.D. Power’s 2016 North America Rental Car Satisfaction Study, Hertz may be using this promotion to play catch-up and leverage its international presence to increase loyalty through its Hertz Gold Plus Rewards program.
 
The contest requires European entrants to book a qualifying rental between Nov. 16 and Dec. 15, striking an ideal window for engaging the crucial holiday travel window. With so many families traveling for the Christmas season, car rental brands are jockeying for position to effectively strike this small window in the otherwise slow winter season.
 
In addition to the 500,000-point grand prize, the company is offering plenty more prizes in line with the fifth anniversary: Renters will have the chance to win one of five 5,000-point prizes, five upgrades to Five Star status, five upgrades to President Circle status, or five vehicle upgrades.
 
While J.D. Power ranked Hertz fourth in customer satisfaction according to its survey, the brand found more luck at the FlyerTalk Awards: Hertz snared top honors from the travel review organization for the—you guessed it—fifth consecutive year.
 
Over the course of the program’s five years, Hertz Gold Plus members have earned about 1.5 billion points, or 22 million combined rewards rental days. In addition to its presence in Europe, Hertz Corporation has grown into one of the largest rental companies in the world, with about 10,000 locations around the globe. In addition to Hertz itself, Hertz Corporation manages the Dollar and Thrifty rental brands, seventh and eighth, respectively, in J.D. Power’s survey earlier this month. 

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