National Car Rental, Enterprise Rent-A-Car Extend Customer Loyalty to Latin America, the Caribbean

Travelers in Latin America and the Caribbean may now enjoy more perks and rewards with the expansion of two loyalty programs–Enterprise Plus, through the Enterprise Rent-A-Car brand; and the award-winning Emerald Club, through the National Car Rental brand. Both programs now allow members to earn rewards and free rental days at locations in Colombia, Honduras, Jamaica, Peru, and Suriname. Enterprise Plus members can also enjoy benefits in Turks and Caicos. 

Enterprise Holdings owns the Enterprise Rent-A-Car and National Car Rental brands.

Today, Enterprise Holdings operates in more than 90 countries, including 30 in Latin America.

The expansion of National’s Emerald Club is a first for the region since the additions of Argentina and Paraguay in 2016.

Through the Emerald Club, members earn vehicle upgrades according to membership level. All Emerald Club members are guaranteed a midsize or above vehicle at the reserved midsize rate. Emerald Club members at the Executive level and above are guaranteed a full-size or larger vehicle at the reserved midsize rate. Members can also choose to earn either free rental days or frequent-traveler miles or points with one of National’s airline or hotel partners.

Membership is complimentary for all National customers, and individual travelers can easily enroll themselves in the program.

Patsy Rey, director, loyalty programs at Enterprise Holdings, told Loyalty360 that the company’s loyalty program members are traveling to more places than ever now.

“We want to ensure we are where they are,” Rey explained. “We want to provide them with the benefits of membership, regardless of where in the world they rent. By expanding our loyalty offering into these markets, we hope to meet the needs of our existing members while also acquiring new members in these markets. We are always listening to our customers to ensure we are meeting their needs. They like the benefits and services they receive as loyalty members (expedited rental services and free days) and are interested in enjoying these benefits globally.”

Rey said that, by providing members with services and rewards that are meaningful and valuable to them, “they continue to utilize our services when they have rental needs. In addition to providing these member benefits, we are a brand they trust. So, when they are renting in a new or different region or country, they feel confident choosing us. It is important to us to provide our customers and members with consistent service and reward offerings globally.”

Emerald Club membership, Rey explained, allows members to provide their personal information, including a method of payment and rental preferences to expedite the rental process.

“In Latin America and the Caribbean, this service is our Priority Service, which ensures the location has all the necessary information in advance of the member arriving at the location, saving them precious minutes,” Rey said. “Customer loyalty is about providing our members with value, services, and offerings that meet their needs. By taking what we know about members, utilizing it to make the experience better, and doing this consistently to exceed their expectations, we create customer loyalty.”  

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