Last updated: 10:30 AM ET, Thu July 14 2016

Driving Success

Rental car companies illustrate their commitment to agents with training and rewards programs

Vacation Agent | Car Rental & Rail | Brian Major

Driving Success

The top rental car companies have forged close ties with travel advisors, recognizing that the agent distribution system is a productive and efficient way in which to sell their products. To illustrate their commitment to travel agents, car rental firms offer programs that combine product training with productivity awards and key marketing information.

Here’s a look at the travel agent programs and initiatives at the leading rental car companies.


Officials at Enterprise describe the company as the world’s largest car rental service provider and a strong travel agent partner. In all, the company operates more than 9,000 locations under the Enterprise Rent-A-Car, National Car Rental and Alamo Rent A Car brands.

One of its key agent initiatives is the “Cash-In Club” loyalty rewards program (, which was recently restructured to offer retailers an improved user experience as well as new opportunities to earn incentives, says Jeff Coggin, assistant vice president of travel agency sales for Enterprise Holdings.

The enhancements are highlighted by a rebranded website optimized for mobile use. In addition, “Cash-In Club” member rewards are now available via email, through which the company is offering a series of new promotions. “The enhanced ‘Cash-In Club‘ rewards program is our way of saying thank you to our loyal North American travel agent partners who choose Enterprise, National and Alamo for their clients’ car rental needs,” says Coggin. “With richer rewards opportunities and an improved online user experience, we’ve made it faster and simpler for agents who join ‘Cash-In Club‘ to earn rewards.”

Travel agents earn one “Cash-In Club” point for every day of every qualified rental for up to 14 consecutive rental days with Enterprise, National or Alamo. “Cash-In Club” points can then be redeemed for Visa pre-paid cards, enabling retailers to spend points rewards any way they see fit.


The company‘s “Unlimited Rewards” loyalty program offers travel agents monetary rewards on Avis and Budget transactions in North America, Latin America, the Caribbean, Australia and New Zealand. “Unlimited Rewards” ( also offers rewards for completed bookings through the Carey International portfolio of transportation services and through bookings at Hilton Worldwide’s global hotel brands and properties.

Company officials say that the “Unlimited Rewards” program, which was launched in 1997, is the first rental car loyalty program created specifically for travel agents. Through the program, travel agents can earn monetary rewards through nearly 20 travel supplier brands.

READ MORE: How Millennials Are Driving The Car Rental Industry’s Success

“Our commitment to putting the customer first includes travel professionals because of the important role they play in shaping the customer’s experience,” says Tom Villani, Avis’ vice president, global travel and partnerships. “Our ‘Unlimited Rewards‘ program is our token of appreciation for their business and continued loyalty.”


The Hertz “Agent Gold Rewards” program includes the Dollar Rent A Car and Thrifty Car Rental brands, and provides a “robust” rewards program that company officials say is designed to recognize “the significant contributions made by travel partners.”

The program ( offers bonuses tied to points earned and features 350,000 reward options, including an extensive array of travel, dining and sport trip options, plus luxury goods and services; vouchers, gifts and cash cards.

Travel agents enrolled in “Agent Gold Rewards” earn 10 program points for each qualifying worldwide rental of three days or longer. The points are deposited into an online account for immediate redemption.


Auto Europe, which company officials say is the first global car rental aggregator, specializes in helping travelers find competitive car rental rates in Europe and other destinations around the world.

Auto Europe has long-standing strategic partnerships with top rental car companies, including Hertz, Avis, Budget and Enterprise, in order to provide travel agents and their customers with rental car availability in more than 20,000 locations in 180 countries.

Auto Europe has launched a new-tiered “Drive Your Rewards” program ( offering travel agents rewards with their first three bookings. “This program is the direct result of feedback from our travel agent community calling for more attainable goals that they can reach and redeem more quickly,” says Rob Ardino, Auto Europe’s director of sales. “Travel agents have been the backbone of our business for over 60 years, which is why we have built ‘Drive Your Rewards’ specifically to meet their needs.”

Program prizes range from a $25 Amazon gift card to a seven-night stay in London or a seven-day A-ROSA cruise to airfare for two to select European destinations. The program is open to U.S. and Canadian travel agents.

Agents whose clients book with Auto Europe receive the most competitive rates on car rentals and the industry’s highest commissions, Ardino says. In addition, agents who call the company’s 24-hour call center will receive priority queuing and will be routed to Auto Europe's most seasoned reservationists. Finally, travel agents can cancel bookings up to the day and time of pickup, providing their clients with added flexibility.

“As one of the world’s largest international car rental brokers, we have long-standing strategic partnerships with the top rental suppliers in order to provide our agents and customers with the best rates and preferred availability,” says Ardino. “During busy travel times we have one of the largest inventories of automatic vehicles in Europe and can guarantee availability when others cannot – which is why over 15,000 travel agents in North America prefer to partner with us.”


You may use your Facebook account to add a comment, subject to Facebook's Terms of Service and Privacy Policy. Your Facebook information, including your name, photo & any other personal data you make public on Facebook will appear with your comment, and may be used on Click here to learn more.

Vacation Agent Magazine

A version of this article appears in print in the July 2016 issue of Vacation Agent Magazine.