The business travel landscape is steadily rebounding, but many travelers continue to report frustration with service delays, unclear processes, and a general lack of support at busy airports. In response to growing demand for seamless customer experiences, global car rental leader Hertz has announced the launch of its new ‘Gold Squad’: a specialist team dedicated to aiding travelers, reducing stress, and setting a new industry benchmark for service at major airports.

The Vision Behind Gold Squad

Launched in September 2025, Hertz’s Gold Squad aims to solve some of the most persistent pain points for travelers, specifically business clientele who frequently rent vehicles at airports. According to a recent Hertz customer satisfaction survey, nearly 60% of renters cited long lines and confusion over pick-up procedures as their main concerns, especially during peak travel seasons. With international travel now expected to return to pre-pandemic levels by 2026 (source: U.S. Travel Association), these friction points have become even more prominent.

The Gold Squad is composed of hospitality-trained staff outfitted in distinctive gold blazers, ready to greet customers curbside, answer questions, guide customers to their vehicles, and resolve issues before they escalate. Unlike traditional counter-based service, the Gold Squad is mobile and proactive, using digital devices to access reservations, process upgrades, and deliver a personalized welcome to frequent travelers.

How Gold Squad Works

The pilot rollout began with teams stationed at high-traffic locations such as Atlanta Hartsfield-Jackson International Airport, Chicago O’Hare, and Los Angeles International Airport. During its initial soft launch, customer feedback was overwhelmingly positive:

• Faster service: Gold Squad members expedited customer movement from shuttle drop-offs to rental lots, often cutting average wait times in half.
• Personalized assistance: Staff were able to make on-the-spot recommendations for vehicle upgrades or offer travel tips specific to the customer’s destination.
• Tech-enabled service: Using tablets, they checked-in customers on the fly, assisted with loyalty program requests, and resolved payment issues immediately.

According to Hertz, the Gold Squad will be fully integrated with its Gold Plus Rewards loyalty program, offering additional perks and faster reward accumulation for business travelers and frequent rental customers.

Setting an Industry Standard

Hertz is not alone in ramping up its commitment to improved customer experiences, as the global car rental industry faces rising competition from both traditional players and digital-first disruptors like Turo and Lyft Rentals. However, Hertz is leveraging its extensive footprint—10,000 locations in 160 countries—and decades of brand heritage to put human connection first.

Mark Fields, Hertz’s interim CEO, explained in a recent interview with Fortune: “Business travel is bouncing back, but it won’t look exactly like it did before 2020. Clients want efficiency, but they also want to feel valued. Our Gold Squad ensures every interaction leaves people with a positive impression of Hertz and takes the hassle out of business travel.”

The growth of the Gold Squad program also underscores Hertz’s bid to rise above challenges: the company has weathered bankruptcy in 2020, chip shortages, and rapid fleet electrification. Its focus on “Customer-Centric Transformation,” as outlined in annual reports, highlights heavy investments in service training, mobile technology, and customer feedback integration.

Why Business Travel Needs This Now

Business travelers account for a large portion of the car rental industry’s revenue—estimated at over $30 billion in 2024 globally, according to Statista. But they are also the demographic least tolerant of service delays. Post-pandemic, a survey by the Global Business Travel Association showed that 72% of business travelers consider a “hassle-free” experience more important than price alone. Delays, equipment confusion, and lack of personalized assistance can lead to missed meetings and lost productivity.

With business travel now incorporating both in-person meetings and digital nomadism, Hertz’s Gold Squad promises a bespoke experience for both airport-frequent flyers and city center pick-up customers. It also aligns with recent pushes to address travel stress. Last year, American Express Global Business Travel found that well-supported rental experiences can improve workforce satisfaction by 23%—a figure poised to grow as companies focus more on employee well-being.

What’s Next for Hertz and Industry Impact

Hertz’s Gold Squad is set for broader deployment in major U.S. and international markets throughout 2025 and 2026, with a plan to expand to the top 50 busiest airports by the end of next year. The company also plans to integrate AI-based scheduling and multilingual team members to support international travelers further, building on successful pilots launched this year in Miami and London Heathrow.

As travelers demand both speed and a human touch, the Gold Squad could become not just a service differentiator, but also a new standard for the rental car industry. Early results show improved Net Promoter Scores (NPS), positive social media buzz, and increased enrollments in Hertz’s loyalty program. Competitors are expected to watch closely or follow suit with their own branded assistance teams.

Conclusion

As travel returns to full volume and companies rethink how they support their mobile workforce, Hertz’s Gold Squad initiative is a timely innovation. For business travelers and frequent users, a smoother rental experience can mean more time for work—and less stress along the journey. If successful, the Gold Squad could help reshape the future of the car rental industry, one personalized greeting at a time.