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As per research, the global car rental market is expected to touch $62 billion by 2030, driven by increasing demand for flexible and on-the-go transportation solutions.
Numerous players dominate the car rental market, and having a loyalty program is essential for car rental companies seeking to retain customers, enhance the customer experience, and differentiate themselves from the competition.
Nowadays, customers who rent cars (from regular travelers to business users) are not just looking for convenience or cost savings; they are also seeking a seamless experience. They want rewarding, personalized experiences that recognize their loyalty and make each interaction smoother and more valuable.
As a result, loyalty programs have evolved beyond simple point systems into sophisticated ecosystems built around flexibility, data, and customer-centric engagement.
The article blog explores what car rental loyalty programs are, the benefits they offer, and the top loyalty programs in the industry today.
What Are Car Rental Loyalty Programs?
Car rental loyalty programs are a type of rewards program under which car rental companies try to attract and retain frequent renters by offering various perks and benefits.
Reward programs incentivize customers with points or credits for each rental, which can be redeemed for advantages such as free rentals, vehicle upgrades, priority service, exclusive discounts, and customized preferences.
Such loyalty programs are quite similar to airline frequent flyer programs, aiming to enhance customer loyalty and improve the rental experience through incentives tailored to rental frequency and travel needs.
How Car Rental Companies Benefit from Loyalty Programs
Listing down the benefits of car rental companies:
- Increased customer retention: Loyalty perks encourage repeat bookings and reduce churn in a competitive, price-sensitive market.
- Higher customer lifetime value (CLV): Tiered rewards and personalized offers boost rental frequency and long-term revenue.
- Valuable customer data: Rental behavior and preferences help power targeted marketing, upselling, and more intelligent decision-making.
- Operational efficiency: Features like mobile check-ins and counter bypass streamline service and reduce wait times.
- Stronger brand loyalty: Loyalty programs foster emotional engagement, turning occasional renters into brand advocates.
- Competitive differentiation: A strong program sets your brand apart and adds value beyond just pricing.
Key Features of A Car Rental Loyalty Program
By 2030, the global car rental market is forecasted to hit $62 billion. Hence, it is crucial for car rental companies to develop a successful car rental loyalty program that delivers a seamless, engaging, and personalized experience, keeping customers coming back.
Here are the key features of the most effective programs in the industry.
Flexible earning and redemption rules
Flexible earning and redemption rules form the foundation of any compelling loyalty program. Customers should be able to earn points not only on car rentals but also on ancillary services, such as insurance, accessories, or mileage packages.
The redemption process must be equally valuable and straightforward, allowing users to exchange points for free rental days, upgrades, or exclusive discounts without restrictive blackout dates. This flexibility ensures that every interaction contributes to future value, enhancing long-term engagement.
Multi-tiered rewards and elite status benefits
Multi-tiered rewards and elite status benefits add a layer of aspiration and exclusivity to the program. Such rewards attract high-frequency renters with perks like free upgrades, priority reservations, and access to premium vehicles.
Tiers drive more frequent bookings as well as create a sense of achievement and loyalty, as customers strive to maintain or elevate their status within the program.
Omnichannel support and seamless CX
By building an omnichannel loyalty program, car rental companies offer a seamless booking experience across all platforms, including their website, mobile app, and by speaking with an agent at the rental counter.
Digital membership cards, mobile check-ins, and synchronized booking histories help create a frictionless journey that builds trust and satisfaction across all touchpoints.
Tailored offers, gamification, and behavioral triggers
Personalization, gamification, and behavioral triggers take loyalty programs from transactional to emotional. By leveraging customer data to tailor offers based on past rentals, preferences, or travel patterns, they deliver value that feels meaningful and timely.
Gamified elements such as progress bars, badges, or milestone rewards keep users engaged. At the same time, behavioral nudges (like reminders to redeem points or exclusive birthday offers) encourage continued participation without being intrusive.
Real-time data insights and predictive intelligence
Real-time data insights and predictive intelligence are increasingly shaping modern loyalty strategies. By analyzing user behavior, rental trends, and usage patterns, companies segment their audience, forecast demand, and tailor promotions that resonate.
Predictive analytics also helps identify high-value customers, potential risks of churn, and emerging preferences.
Security, privacy, and compliance
Security, privacy, and compliance are non-negotiable pillars of any loyalty initiative. With access to personal information, travel habits, and payment methods, car rental brands must ensure their loyalty programs are fortified with robust data protection protocols.
Top Car Rental Loyalty Programs in 2025
The car rental industry is more competitive than ever, and loyalty programs have become a key differentiator in this increasingly competitive landscape.
Here is a list of the leading car rental loyalty programs:
Hertz Gold Plus Rewards
Hertz Gold Plus Rewards allows members to earn permanent points on rentals, which can be redeemed for free rental days without blackout dates.
The program also features elite tiers, including Gold, Five Star, and President’s Circle, that unlock exclusive perks such as vehicle upgrades, skip-the-counter privileges, and access to a broader selection of premium vehicles.
Enterprise Plus
Enterprise Plus is recognized for its simplicity and effectiveness, particularly among business travelers and frequent flyers. Members earn points for every dollar spent, which can be redeemed for free rentals with no blackout dates.
The program features multiple tiers, including Plus, Silver, Gold, and Platinum, each offering enhanced benefits, such as priority service and bonus points.
Under the car rental rewards program, points never expire as long as the member remains active with at least one qualifying rental every three years.
National’s Emerald Club
National’s Emerald Club is popular with frequent business travelers and businesses for its speed and flexibility. A standout feature is the Emerald Aisle, where members bypass the rental counter entirely and choose any car in their reserved category without additional paperwork.
The program also supports one-way rentals and offers elite tiers, including Executive and Executive Elite, which provide guaranteed upgrades and free rental days more quickly than most competitors.
Avis Preferred Program
Avis Preferred caters to travelers and businesses who value convenience and priority treatment across 175 countries.
The Avis Preferred Program has three tiers: Preferred, Preferred Plus, and President’s Club. With the Avis Preferred Plus tier, loyal customers gain access to even more personalized perks and a wider range of vehicle choices.
Members enjoy benefits such as direct-to-car pick-up, priority access to rental vehicles, and expedited service at counters. The program also allows users to earn points on rentals and accessories, which can be redeemed for upgrades or free days.
Budget Fastbreak
Budget Fastbreak program eliminates lines and paperwork at pick-up and drop-off locations, allowing members to move through the rental process with minimal friction.
While it doesn’t operate on a traditional points-based system, Fastbreak members gain access to exclusive discounts, faster reservations, and a more streamlined experience overall.
It’s an ideal choice for cost-conscious travelers who prioritize convenience over complex reward structures.
Dollar Express Rewards
Dollar Express Rewards offers a straightforward and rewarding experience for frequent renters. Members earn points with every qualifying rental, which are redeemable for free rental days with no blackout dates.
The program also offers benefits such as priority counter service and expedited reservations, making the rental process faster and more efficient.
Why Loyalife Is the Best Choice For Building A Car Rental Loyalty Program
Choosing the right loyalty management solution will make all the difference between a transactional rewards system and a genuinely engaging, retention-driving experience.
Loyalife is an AI-powered solution built to meet the unique needs of the car rental industry.
The loyalty management solution is buildable, scalable, and customizable to industry-specific solutions, powered by over 10 million global rewards across 175+ countries.
Here’s how Loyalife will help your brand develop an effective car rental loyalty program:
- End-to-end loyalty management: From program setup to real-time reward activation, Loyalife handles the full lifecycle of loyalty programs with ease and efficiency.
- Scalable across models: Whether you're running a single-brand loyalty initiative or a coalition across multiple rental brands, Loyalife is built to scale effortlessly.
- Global-ready deployment: Support for multi-currency, multilingual, and multi-region configurations enables easy launch of programs across international markets.
- Advanced targeting and segmentation: Customizable dashboards and intelligent segmentation tools allow you to run highly personalized campaigns based on customer behavior, rental frequency, and tier level.
- Seamless integration: Loyalife has partner integrations with booking systems, mobile apps, CRM platforms, and customer communication channels to create unified, omnichannel experiences.
- Data-driven optimization: Real-time analytics and engagement tracking help brands measure performance, optimize campaigns, and maximize ROI.
Wrapping Up
A practical car rental loyalty program is a game-changer for boosting customer retention and lifetime value.
Currently, the top car rental loyalty programs on the market offer flexible earning and redemption options, tiered rewards, omnichannel support, and so much more. These features not only attract loyal renters but also create long-term business value.
Loyalife helps car rental companies build a robust loyalty program with scalable and intelligent engagement tools. Loyalife enables rental brands to launch and manage loyalty programs that deliver tangible results.
Book your demo now to know more about Loyalife.
