HERTZ is launching its pre-paid all-inclusive product under the World on Wheels name next month to make it easier for agents to book.
Director of advertising and promotions Elizabeth Harraway said even though the product was well known to the trade, agents did not know what to call it when making a reservation.
The decision to find an agent friendly brand is part of Hertz’ strategy to increase leisure-rental reservations through the trade.
The leisure division, headed by divisional vice-president, leisure sales and marketing Bill Jones, was launched last January and has developed throughout the year.
It now has 11 staff looking after sales, with five responsible for marketing following the appointment in November of Jo Pyshorn who is responsible for consumer and trade marketing.
“We have shown travel agents that if we work together we can increase their car-rental business,” said Harraway, who estimated Hertz’ investment in building leisure sales over the past 12 months ran into millions of pounds.
Although she would not discuss actual figures, Harraway said in the first two-week booking period of its September Hot Spots campaign, one of three tactical offers Hertz runs through the year to boost trade business, forward reservations rose by 120%.
Tactical campaigns for 2000 will be in January/February, May and the autumn.
Harraway said Hertz’ strength in the corporate sector was a key factor in the success of its leisure campaign.
She added: “The people who book with us for business will also be leisure travellers. We have to show them that we understand their needs on holiday are different but also recognise that they are entitled to the same level of service whether they are travelling with family or a business colleague.”
The success of the leisure campaign in the UK has encouraged Hertz to look at building holiday rental business overseas in destinations such as Ireland.
“We had floods of calls from agents in Ireland who wanted to sell an all-inclusive product,” said Harraway. “Holiday Autos is the only other company to offer that.”