On the Dash:
- Hertz launched the Gold Squad, a team of Golden Retrievers, to comfort travelers at busy airports.
- The initiative promotes Hertz’s Gold Plus Rewards program and generated massive social media engagement.
- Travelers can vote on the next Gold Squad airport location.
As millions of Americans prepare to travel during the busy Labor Day weekend, Hertz is offering a creative—and irresistibly fluffy—way to ease travel stress.
The rental car giant recently launched its “Gold Squad,” a team of highly trained Golden Retrievers accompanied by professional handlers, to greet travelers with cuddles and wagging tails at select airports across the country. The squad made its debut at Dallas-Fort Worth International Airport on Aug. 18, providing comfort to thousands of weary travelers.
The event drew widespread attention online, with photos and posts of the Golden Retrievers garnering more than 88 million views across YouTube, Facebook, and Instagram, as well as nearly 10 million views on TikTok. In response to the overwhelming popularity, Hertz will schedule another Gold Squad visit and is inviting the public to vote on the next airport location.
The Golden Squad visits promote Hertz’s free Gold Plus Rewards program, a loyalty program that aims to make renting quicker, more efficient and more rewarding for customers.
The Gold Squad visits also highlight Hertz’s free Gold Plus Rewards program, designed to make renting quicker, easier, and more rewarding. Members enjoy benefits such as skipping the counter at select locations, exclusive rates on bookings, and points redeemable for free rental days.
Typically, the airport rental car lot is the final stop of a traveler’s journey, often reached after long flights or connecting trips. By adding furry ambassadors to the mix, Hertz is creating a moment of calm and joy before travelers hit the road.
“With the Hertz Gold Squad making surprise appearances across the country, we’re aiming to delight customers with something unexpected,” said Kari Birdsall, Vice President of Operations Excellence at Hertz. “Whether it’s a warm welcome from a Golden Retriever or the ease of skipping the counter with Hertz Gold Plus Rewards membership, we’re focused on making every step of the rental experience feel convenient, seamless, and a little more golden.”
Travelers can participate in choosing the Gold Squad’s next destination by commenting on Hertz’s latest Instagram post.
