Hertz Offers Points For Dollars
<B> Hertz Offers Points For Dollars</B>
By Lynn Woods
On May 1, Hertz introduced #1 Awards, a new loyalty program that allows members to earn one point for each dollar spent. Like Perfect Drive, the frequent renter program launched last month by Budget Rent a Car, #1 Awards is a points-based program that offers not just travel, but also golf equipment and other merchandise. Members also can redeem points for one-class upgrades, free rental days or miles in all the major airline programs.
Also like Budget, Hertz is tying membership in its loyalty program to its express rental service. To participate in #1 Awards, customers also must join Hertz's #1 Club or #1 Club Gold.
After earning 300 points, the lowest level of redemption, #1 Awards members can receive an Arnold Palmer Original Putter, a Wilson Hammer 7.4 Tennis Racquet, or an upgrade during nonpeak times; 600 points can be redeemed for a Prince Thunder Bolt Tennis Racquet, an upgrade during peak times or one-day nonpeak rental. Members can redeem 1,200 points for one rental day during peak times, and 2,200 points can be traded in for a graphite Adams Tight Lies 16 Fairway Wood.
#1 Awards members have another option: they can bank their points for frequent flyer miles, at the rate of one point per mile, which can be transferred into their frequent flyer program in increments of 500. Or they can choose to forgo earning points and receive miles the traditional way, on a per rental basis.
Hertz currently awards 500 miles per rental for leisure rentals and 250 for corporate rentals.
The company, however, recently has withdrawn from the Midwest Express and Northwest Airlines programs, and has publicly stated its intention to drop its other airline partnerships if new agreements regarding miles can't be negotiated. Hertz already has announced one such change: On June 1, members of United Airlines' program will accrue mileage on the basis of a mile per dollar spent, rather than the standard 500/250 miles per rental.