Hertz Gears Up For On Demand Services

Focus is currently on the US and Europe but it will come to the Middle East.



The days of picking up your rental car from fixed counters are numbered.

Speaking to Business Traveller Middle East, Elyes Mrad, Hertz’ VP Sales & Marketing International, said the company is looking to switch its business model to be more on-demand focused – effectively bringing the car to you whenever and wherever you need it.

Under the Hertz On Demand programme, cars will be strategically placed across cities round the clock and customers can see the models available nearest to them by going online, and deciding whether to rent for an hour, a day or a week.

Once they have made a remote reservation and had their credit card details authorised, motorists can be on their way.

“It’s a global initiative and will provide a new way of mobility – we’ll bring the car to you, you don’t need to come to us,” said Mrad.

“People are more tech savvy and want to have access to a car anytime. We’re going to be putting 70,000 cars across the world by the end of the year. The focus is on US and Europe at the moment, but it will come to the Middle East.”

In another technological move, Hertz Middle East Arabic website will be launched in June. The portal won’t simply translate the text from the existing website, but contain ‘localised’ content for Arabic-speaking markets.

Its loyalty programme has been revamped with Club Gold closing in April and tiers consolidated under Gold Plus Rewards (three rentals a year), Gold Plus Rewards Five Star (4-12 rentals or spends of $1,500 a year) and Gold Plus Rewards President’s Circle (13-plus rentals, or $5,500 spends a year).

The company, which offers Adrenaline, Prestige and Family collections, will shortly open a new venue at the Etihad Travel Mall on Sheikh Zayed Road near Noor Islamic Metro station and to date has nine airline partners.