Car rental company Hertz has unveiled an innovative initiative called the “Gold Squad,” featuring trained Golden Retriever service dogs that will greet travelers at selected airports. This program aims to enhance the travel experience and promote Hertz’s Gold Plus Rewards loyalty program, which offers benefits such as faster rentals and exclusive rates.
The first appearance of the Gold Squad took place at Dallas Fort Worth International Airport on August 18, 2023, during a particularly busy travel day. According to Kari Birdsall, Hertz’s Vice President of Operations Excellence, the initiative seeks to provide comfort and companionship to weary travelers. “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,” she stated.
The Gold Squad consists of around 20 Golden Retrievers, all sourced from local service dog organizations. These dogs are trained to interact with the public and provide emotional support. The program is inspired by similar marketing efforts, such as Subaru’s Barkleys, a beloved family of Golden Retrievers featured in their commercials.
To engage the public further, Hertz has opened a voting process for its customers to decide where the Gold Squad will appear next. Travelers can choose between Chicago, San Diego, and Atlanta by commenting on Hertz’s latest Instagram post. The company plans to expand the program next year to include more airports, potentially including Detroit Metro Airport.
Meet the Gold Squad
Hertz has introduced a few of the Gold Squad members to the public, showcasing their unique personalities. For instance, Sammy, one of the Gold Retrievers, enjoys swimming and the perks of the Gold Plus Rewards program, which allows her owner to save money on rentals. Duke, another squad member, loves to chase tennis balls during his downtime. His favorite activity, according to Hertz, is “choosing the best backseats with Ultimate Choice.” Another featured dog, Mulligan, has a penchant for peanut butter and enjoys long walks, alongside skipping the counter with the Gold Plus Rewards program.
The dogs are kept in open spaces within the rental car areas of airports, allowing travelers to choose whether they wish to engage with them. Each dog is accompanied by a trained handler, ensuring a safe and enjoyable interaction for everyone. For those who may have allergies, Hertz has designed the program to minimize any discomfort.
In addition to providing emotional support, the Gold Squad also promotes Hertz’s Gold Plus Rewards loyalty program. This program allows members to enjoy expedited car rentals, exclusive rates when booking online, and the ability to earn points redeemable for free rental days.
Luster noted that the initial rollout at Dallas Fort Worth International Airport was met with enthusiasm from travelers, receiving over 88 million views across various social media platforms, including 9.9 million views on TikTok alone. “It was a huge hit, and so we want to bring it to other airports,” she added.
As the program continues, Hertz aims to create memorable experiences that make travelers feel valued and appreciated. With the Gold Squad, the company is not just promoting a loyalty program but also fostering a sense of community and comfort among travelers during their journeys.
