Hertz, one of the largest car rental companies, is adding a playful twist to the travel experience with the launch of its “Gold Squad,” a team of Golden Retrievers greeting travelers at airports nationwide. Timed to coincide with the busy Labor Day holiday, the initiative aims to “make travelers feel golden” by offering a dose of comfort and joy during one of the most stressful parts of travel—navigating airports and rental car counters. The idea is rooted in the belief that a warm welcome from a friendly dog can ease travel fatigue and create a memorable customer experience.
The move comes as travel stress continues to be a major concern for Americans. A recent YouGov survey found that 70% of Americans find booking a vacation to be stressful with the airport experience often cited as one of the biggest pain points. With millions expected to travel over Labor Day weekend, Hertz sees the Gold Squad as a lighthearted way to reduce anxiety and brighten the journey for its customers.
The program debuted at Dallas/Fort Worth International Airport, where travelers were greeted by Gold Squad members, including a retriever named Cooper. The company now plans to expand the initiative to other airports such as Chicago, San Diego, and Atlanta, with future locations chosen based on traveler votes on Hertz’s social media channels. By allowing customers to guide the rollout, Hertz adds an interactive element to the campaign that deepens engagement beyond the airport experience.
In addition to the canine greetings, the Gold Squad appearances include giveaways and opportunities to learn more about Hertz’s Gold Plus Rewards loyalty program. Free to join, the program offers benefits like skipping the counter, exclusive rates, and points toward free rental days. Travelers can also follow the Gold Squad’s journey and suggest future stops on Hertz’s Instagram, X (Twitter), Facebook, and TikTok pages.
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