Car rental firm Hertz has launched a new customer loyalty programme called 'Gold Plus Rewards', adding several enhancements to Hertz's existing 'Hertz #1 Awards' loyalty programme to help make earning rewards faster and easier. This article is copyright 2011 The Best Customer Guide.

Gold Plus Rewards, which replaces the original Hertz #1 Awards in the US and Canada, was designed to provide customers with a wider range of flexible reward options including points that never expire, 'AnyDay' reward options that have no blackout periods, easier online redemptions via Hertz.com, international points earning, and a variety of car rewards including cars from Hertz's Adrenaline Collection. All points previously earned in the #1 Awards programme are being automatically transferred to the Gold Plus Rewards programme.

"click here was designed to enable members to quickly accumulate and begin using their free rental days," explained Mark P. Frissora, Hertz chairman and CEO. "It is the result of extensive input from our customers and, in addition to free rental days, we're also enabling all customers to take advantage of Hertz's expedited rental process."

For the programme's launch promotion, Hertz is offering a 500 point sign-up bonus (equivalent to a free weekend rental day) and a 100 bonus points per paid rental day for qualifying rentals taking place until 30th September 2011. In addition, for a limited time, Hertz is waiving the US$60 sign-up fee associated with its expedited Gold service offering.

Members earn 1 point per US$1 spent on qualifying Hertz rentals, and free weekend rental days are awarded for as few as 500 points. Points are tracked automatically and can easily be redeemed online, including a choice of rental options and car types (such as the company's Adrenaline, Green Traveler, and Prestige Collections).

The programme's AnyDay Rewards allow members to use points at any time, and points will only expire after 24 months of account inactivity. Whenever there is movement on the member's loyalty account, the entire points balance is automatically renewed for another 24 months. Additionally, points can also be converted into airline miles if the member wishes.

Hertz currently operates from some 8,500 locations in 146 countries, including 83 major airports in Europe, operating corporate and licensee locations in cities and airports in North America, Europe, Latin America, Asia, Australia, New Zealand, Africa and the Middle East.