Hertz 2014 Annual Report Download - page 18

Table of Contents
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41% of our worldwide rental transactions. We believe the Hertz Gold Plus Rewards program provides a significant competitive advantage to us,
particularly among frequent travelers, and we have targeted such travelers for participation in the program.
Hertz has introduced a number of customer service offerings in recent years in order to further differentiate itself from the competition. The most
significant new offering was Gold Choice. Hertz Gold Choice now offers Gold Plus Rewards members an option to choose the car they drive.
Members' cars are still preassigned but Gold Choice allows the member the option to choose a different model and color from those cars available
at the new Gold Choice area. This service is free of charge to Hertz Gold Plus Rewards members who book a midsize class or above. The Gold
Choice program is offered at 56 U.S. airport locations and 8 locations in Europe.
Hertz also offers a Mobile Gold Alerts service, also known as "Carfirmations™," through which an SMS text message and/or email is sent with the
vehicle information and location, with the option to choose another vehicle from their smart phone prior to arrival. It is available to participating
Gold Plus Rewards customers approximately 30 minutes prior to their arrival. We also offer Hertz e-Return, which allows customers to drop off
their car and go at the time of rental return. Additionally, in select locations customers can bypass the rental line through our ExpressRent Kiosks.
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We offer a global car-sharing membership service, referred to as Hertz 24/7TM, which rents cars by the hour and/or by the day, at various locations
in the U.S., Canada, Europe and Australia. Members reserve vehicles online, then pick up the vehicles at various locations throughout a city, at a
university or a corporate campus without the need to visit a Hertz rental office. Members are charged an hourly or daily car-rental fee which
includes fuel, insurance, 24/7 roadside assistance, in-car customer service and an allowance to drive 180 miles per 24-hour period.
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We conduct active sales and marketing programs to attract and retain customers. Our commercial and travel industry sales force calls on
companies and other organizations whose employees and associates need to rent cars for business purposes. In addition, our sales force works
with membership associations, tour operators, travel companies and other groups whose members, participants and customers rent cars for either
business or leisure purposes. Our specialized sales force calls on companies with replacement rental needs, including insurance and leasing
companies, automobile repair companies, and car dealers. We also advertise our car rental offerings through a variety of traditional media
channels, such as television and newspapers, direct mail and the internet. In addition to advertising, we conduct a variety of other forms of
marketing and promotion, including travel industry business partnerships and press and public relations activities.
We categorize our car rental business based on (i) the purpose for which customers rent from us (business or leisure) and (ii) the type of location
from which they rent (airport or off airport). The table below sets forth the percentages of rental revenues and rental transactions in our U.S. and
international operations based on these categories.
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By Customer:
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Business 35%
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41%
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59%
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65%
Leisure 65
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59
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41
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35
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100%
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100%
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100%
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100%
By Location:
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Airport 72%
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65%
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55%
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57%
Off airport 28
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35
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45
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43
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100%
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100%
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100%
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100%
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Source: HERTZ GLOBAL HOLDINGS INC, 10-K, July 16, 2015 Powered by Morningstar® Document Research℠
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