Hertz Gold Plus Rewards: Loyalty program aims to keep frequent renters on the move

Hertz Gold Plus Rewards is the car rental company's core loyalty program, offering points on eligible rentals, elite status tiers, and benefits such as skipping the counter and choosing a car from the lot at many U.S. airports.

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Hertz Gold Plus Rewards is the flagship loyalty program from Hertz Global Holdings Inc., designed to reward frequent renters with points, faster check-in, and access to preferred vehicles at participating locations worldwide. Members earn points on most paid rentals that can be redeemed for free rental days, upgrades, and other rewards, including at many U.S. airports and downtown branches. The program offers multiple status tiers with additional benefits such as complimentary one-car-class upgrades where available, dedicated phone support, and access to a wider choice of vehicles at some larger U.S. locations. For U.S. travelers who regularly rent cars for business or leisure, Gold Plus Rewards has become one of the main ways to reduce time spent at the counter and stretch their rental budgets.

How Hertz Gold Plus Rewards works for U.S. renters

According to the official Hertz Gold Plus Rewards terms, customers can enroll online at no charge and start earning points immediately on eligible rentals booked through Hertz channels, including the U.S. website and mobile app. Enrollment generally requires providing basic contact information, a valid driver's license, and a form of payment; once approved, members receive a unique membership number that must be attached to each reservation. The program is available to individuals renting for personal or business use, with some restrictions for residents of specific countries and for certain specialty and commercial rental products that do not earn points.

Hertz states that Gold Plus Rewards points are typically awarded based on the base rental rate and qualifying charges, excluding taxes, fees, and third-party extras such as toll services in many cases. While exact earning formulas can change, Hertz has historically used a points-per-dollar structure for U.S. rentals, with occasional promotions that provide bonus points on specific car classes, rental lengths, or booking periods. Members can track their activity and balance through the online account dashboard or the Hertz mobile app, where they can also see how many points are required for a free rental day at participating locations.

Point redemptions are typically available for free rental days on standard vehicles, subject to blackout dates, availability, and location participation. Hertz indicates that members can apply points during the booking process on its website or app, choosing the "Pay with Points" or similar option when available. Redemption values vary by rental day, vehicle category, and market demand, so a free weekend day in an economy car at an off-peak U.S. location will generally require fewer points than a weekday rental of a premium car in a major city or at a busy airport. In addition, Hertz periodically runs limited-time redemption discounts that lower the points cost for selected destinations or travel windows, giving active members opportunities to stretch their balances further.

Beyond free days, Hertz highlights that Gold Plus Rewards members may be able to redeem points for other items such as certain partner gift cards or experiences where available, although such options can change and may not be offered in all countries. For most U.S.-based renters, however, the primary use remains offsetting the cost of future car rentals, especially on personal trips where an employer is not covering transportation. Because points are tied to individual members, frequent business travelers who rent regularly through their companies can still collect personal rewards on qualifying rentals, subject to any employer policies.

One practical aspect for U.S. travelers is how Gold Plus Rewards interacts with airport pickup procedures. At many larger U.S. airports, enrolled members can bypass the traditional rental counter and go directly to a dedicated Gold area in the parking facility, where their name and vehicle assignment may appear on electronic boards. This "skip the counter" style process can significantly reduce wait times during peak travel periods and is one of the most frequently cited benefits for regular renters. For smaller off-airport locations or some franchise operations, traditional check-in may still apply, but the membership profile can still accelerate paperwork because key information is pre-stored.

Status tiers, key benefits, and fees

Hertz structures Gold Plus Rewards with multiple status levels, providing incremental benefits as members complete more rentals or spend more in a calendar year. The entry level, often referred to simply as Gold status, is free to join and includes basic perks such as earning and redeeming points, access to the dedicated Gold counter area at participating locations, and the ability to skip standard check-in lines at many airports. Members at this base tier can start accessing preferred vehicle zones where available, choosing from a selection of vehicles within the class booked or higher, if they have been pre-assigned that benefit for a given rental.

Above the entry level, Hertz promotes higher tiers such as Five Star and President's Circle, which offer more generous upgrade eligibility and potentially better access to vehicles in busy markets. Five Star status typically requires meeting an annual rental count or spending threshold; benefits may include one-car-class upgrades when available, additional point bonuses, and access to a larger pool of vehicles in designated sections at participating locations. President's Circle, a higher tier, is usually tied to even higher annual rental or spending criteria, with perks like better upgrade priority, enhanced points earnings, and more consistent access to premium vehicles on the lot at major U.S. airports.

Hertz emphasizes that there is no annual membership fee for Gold Plus Rewards itself in the U.S., which differentiates it from some paid subscription services. However, standard rental charges and optional add-ons still apply, and certain membership-linked benefits, such as free additional drivers for spouses or domestic partners, may be subject to local rules and availability. The company also reserves the right to modify benefits, change qualification thresholds, or adjust participating locations, and it publishes updates to its program terms on the official Gold Plus Rewards section of the Hertz website.

From a practical standpoint, the most visible everyday benefit for many members is the ability to move more quickly from airport arrival to driving away in a rental car. For business travelers landing at major hubs such as Los Angeles, Chicago, or New York, skipping a long line at the counter can translate into meaningful time savings, especially during peak travel seasons. In addition, Hertz's practice at many U.S. locations of allowing higher-tier members to select cars directly from dedicated zones gives frequent renters a measure of control over their vehicle choice, which can be particularly valuable when juggling luggage, family needs, or specific work requirements.

The program also offers features designed to simplify account management and communication. Members can update their profiles online, including preferred payment methods, frequent flyer numbers for participating airline partners, and typical vehicle preferences. Hertz uses emails and app notifications to inform Gold Plus Rewards members about account activity, point balances, and promotional campaigns, subject to individual marketing preferences. For renters who travel frequently but do not necessarily wish to manage multiple loyalty accounts, Gold Plus Rewards provides a relatively straightforward way to capture value from repeat business with one brand.

For Hertz Global Holdings Inc., Gold Plus Rewards plays a strategic role in securing repeat rentals and maintaining relationships with higher-frequency customers in a competitive U.S. market that includes other major rental brands and emerging mobility options. The program is one of the company's key customer touchpoints, integrating with its reservation systems, mobile app, and location operations across airports and off-airport sites. Shares of Hertz Global Holdings Inc. (US42809H1077, ticker HTZ) last closed at $5.13 on Nasdaq on June 12, 2026, according to recent market data.

Snapshot: Hertz Gold Plus Rewards at a glance

• Product: Hertz Gold Plus Rewards
• Manufacturer: Hertz Global Holdings Inc.
• Category: Software/Service/Subscription
• Launch date: Loyalty program developed over multiple years; current structure and branding in place for several years based on Hertz documentation
• MSRP / Price: Free to join for individual members in the U.S.; standard rental charges apply
• Availability: Offered across many Hertz locations in the U.S. and internationally, with enrollment available via the official Hertz website and mobile app
• Target audience: Frequent U.S. leisure and business renters looking for faster check-in, loyalty rewards, and access to preferred vehicles
• Key feature / USP: Ability to earn points for free rental days while skipping the counter and choosing cars from dedicated Gold areas at many U.S. airports

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