I Finally Received Notice About Hertz Gold Plus Rewards Changes. Nine Days Later.

At least nine days have elapsed since the Hertz Gold Plus Rewards frequent renter loyalty program underwent a massive devaluation through which the redemption of points for rewards across the board increased by as much as 81.82 percent — along with the implementation of a new points cancellation policy — and I finally received notification about the changes earlier today via e-mail message…

I Finally Received Notice About Hertz Gold Plus Rewards Changes. Nine Days Later.

…and in addition to the word enhancements, the word enriched was used to describe the changes in a euphemistic light.

Click on the image for an enlarged view. Source: Hertz.

In case you are unable to see or read the screen shot, here is the text:

UPDATE: Point Redemption and Rewards

We’ve enriched our award-winning loyalty program this year, providing you with new ways to earn and redeem points.

Increased rewards – earn points even faster as a President’s Circle® or Five Star® member

Our best fleet ever – rent unique vehicles from our Dream Car Collection

Faster service – skip the counter and get complimentary access to Hertz Fast Lane powered by CLEAR‖

In line with these enhancements, we have adjusted point redemption values and our point cancellation policy‡. With Hertz, change scenery, but never standards.


‖Currently available at select locations nationwide.
‡Cancellation or no-show reservation penalties may apply starting May 31, 2019. See Point Cancellation Policy.


Am I the only person who is looking at the so-called “enhancements” and thinking that I will enjoy little to no benefit from them — at the expensive cost of more points to redeem for awards?

I abhor when mostly negative changes are advertised as enhancements by companies. I am surprised the typical phrase of “You asked for these changes — and we listened” was not added to this inexcusably late announcement.

Marketing departments for frequent travel loyalty programs must think we are all a bunch of idiots who are easily fooled…

Photograph ©2017 by Brian Cohen.

3 thoughts on “I Finally Received Notice About Hertz Gold Plus Rewards Changes. Nine Days Later.”

  1. Enjoy Fine Food says:

    I haven’t received the official notice yet. I did, however, reach out to my Hertz contact the day I first read the news here. A couple days passed before I got an answer — excerpts from the press release spin. So obviously they are hiding in the shade. The “enriched enhancements” will not stand much scrutiny. I’m not convinced that even Presidents Club and 5 Star are really enriched by this. I’m certain the rest of Hertz Gold+ members got hammered, especially anyone saving up points.

    1. Brian Cohen says:

      Finding a euphemistic highlight of this massive devaluation for customers has been a difficult thing to do, Enjoy Fine Food.

      The only entity which seems to benefit from this is The Hertz Corporation itself…

  2. Barry Graham says:

    I never received any notice.

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