Thrifty Car Rental 2006 Annual Report Download - page 17

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Strategic Marketing Partners
Dollar and Thrifty have aligned themselves with certain strategic marketing partners to facilitate the
growth of their business.
Dollar has strong relationships with many significant international tour operators who specialize in
inbound tour packages to the United States, as well as domestic tour operators who generate inbound
business to Hawaii, Florida and other leisure destinations.
Major travel agents and consortia operate under preferred supplier agreements with Dollar and Thrifty.
Under these preferred agreements, Dollar and Thrifty provide these travel agency groups additional
commissions or additional benefits in return for their featuring Dollar and Thrifty in their advertising or
giving Dollar and Thrifty a priority in their reservation systems. In general, these arrangements are not
exclusive to Dollar and Thrifty.
Both Dollar and Thrifty have also developed strategic partnerships with certain hotels, credit card
companies, and with most U. S. airlines through participation in the airline’s frequent flyer programs. In
addition, Dollar and Thrifty actively participate with our partner airlines in their respective branded Web
sites.
Internet Marketing and Distribution Channels
Dollar and Thrifty focus on Internet advertising and marketing, which continues to be the most cost-
efficient means of reaching travel customers. Dollar and Thrifty promote their respective brands via
Internet banner advertising, keywords and rate guarantees to encourage travelers to book reservations
on dollar.com and thrifty.com. In addition, Dollar and Thrifty both continue to make technology
investments in their respective Web sites, dollar.com and thrifty.com, to provide enhancements to best
meet their customer’s changing travel needs.
Dollar and Thrifty are among the leading car rental companies in direct-connect technology, which
bypasses global distribution systems and reduces reservation costs. Dollar and Thrifty have entered into
direct-connect relationships with certain airline and other travel partners. In addition, Dollar and Thrifty are
featured in numerous online channels where customers frequently shop for travel services and are in
regular discussions with owners of other emerging travel channels to secure inclusion of the Dollar and
Thrifty brands in those channels.
Dollar and Thrifty have made filings under the intellectual property laws of jurisdictions in which their
respective franchisees operate, including the U.S. Patent and Trademark Office, to protect the names,
logos and designs identified with Dollar and Thrifty. These marks are important for customer brand
awareness and selection of Dollar and Thrifty for vehicle rental and for dollar.com and thrifty.com for
reservation services.
Customer Service
The Company has programs at its headquarters and in company-owned stores to achieve consistent
delivery of customer service. These programs involve customer satisfaction training and team-based
problem solving, especially as it relates to improving customer service. The Company’s customer service
centers measure customer satisfaction, track service quality trends, respond to customer inquiries and
provide recommendations to senior management and vehicle rental location supervisors. The Company
conducts initial and ongoing training for headquarters, company-owned store and franchisee employees,
using professional trainers, performance coaches and computer-based training programs.
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