Published on August 24, 2025
By: Tuhin Sarkar
Hertz is making holiday travel brighter and warmer. As the busy Labour Day weekend brings millions of Americans to airports, the company has launched its new ‘Gold Squad’ of Golden Retrievers. These furry helpers are designed to bring joy, calm and comfort to stressed passengers. By meeting travellers with wagging tails, Hertz wants to make the final leg of the journey feel special and stress-free.

Hertz Launches Gold Squad to Brighten Airport Travel

Hertz, one of the world’s largest car rental companies, is going beyond cars to ease stress. Its new ‘Gold Squad’ features trained Golden Retrievers who welcome travellers at select airports. The company says the goal is simple: to make travel feel golden. With delays, crowds and long journeys, passengers often arrive exhausted. The ‘Gold Squad’ transforms this final step into a moment of joy. A friendly welcome from a Golden Retriever helps travellers feel calm before hitting the road. This initiative is not just about smiles; it is about creating a unique customer experience that sets Hertz apart.

Why Comfort Matters During Holiday Travel

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The Labour Day weekend is one of the busiest travel periods of the year. In 2024, over 17 million people took to the skies and roads. This year, the number is expected to rise even higher. A YouGov study found 70% of Americans find planning and booking a holiday stressful. For many, the airport rental lot is the final challenge after long flights and transfers. This is where Hertz steps in with its Gold Squad. By reducing tension at this key moment, the company ensures customers start their road trip with positivity. The move underlines Hertz’s mission to turn stress into smiles.

Golden Retrievers Bring Smiles to Dallas and Beyond

The Gold Squad made its debut at Dallas Fort Worth International Airport (DFW). Cooper, the Golden Retriever, was the star of the launch, greeting thousands of passengers with wagging enthusiasm. The response was overwhelming, with travellers sharing pictures and stories on social media. Encouraged by this success, Hertz plans to expand the initiative. Cities like Chicago, San Diego and Atlanta are next in line. The company has also invited the public to vote online for future stops. This interactive approach allows travellers to help shape where the Gold Squad will appear next, creating buzz and engagement across the country.

Hertz Gold Squad Enhances Loyalty Experience

The Gold Squad is more than a feel-good project. It connects closely with Hertz’s Gold Plus Rewards programme. Travellers who meet the dogs can also sign up on-site for the free loyalty scheme. This membership allows customers to skip the rental counter at select locations, enjoy faster bookings and access exclusive rates. Members also earn points that can be redeemed for free rental days and other rewards. By linking comfort with convenience, Hertz creates a complete travel experience. The Gold Squad builds emotional connections while the loyalty programme strengthens customer commitment. Together, they show Hertz’s focus on long-term relationships.

Stress Relief Meets Business Strategy

Hertz is combining care with clever business strategy. The Gold Squad appeals to travellers’ emotions during stressful holiday journeys. At the same time, it highlights Hertz’s seamless rental services. By promoting Gold Plus Rewards, Hertz ensures travellers not only feel comforted but also rewarded. This blend of emotional and practical support creates loyalty. With millions of travellers expected over the weekend, even a small reduction in stress can have a huge impact. The Gold Squad is not only a goodwill gesture but also a powerful marketing move that strengthens Hertz’s brand image.

Why Golden Retrievers Are the Perfect Choice

The choice of Golden Retrievers is no accident. These dogs are known worldwide for their friendly nature, calm personality and ability to comfort people. Their warm energy helps reduce stress and anxiety, especially in crowded and tense environments like airports. Studies show interaction with dogs can lower heart rate, reduce blood pressure and boost mood. By bringing Golden Retrievers to airports, Hertz taps into a natural source of comfort that resonates with travellers of all ages. The Gold Squad is more than a campaign—it is a scientifically backed way to make travel better.

Airports Turn into Stress-Free Zones

Airports are often seen as stressful, noisy and crowded. The Gold Squad changes this perception. Instead of facing only queues and counters, passengers are welcomed by furry companions. This humanises the rental car process, making it less transactional and more personal. Hertz is also offering giveaways during these visits, adding more value to the experience. These touches transform the rental space into a moment of joy. For many, the memory of meeting a Golden Retriever at an airport will remain long after the trip. Such moments create goodwill that builds lasting trust with the brand.

Building a Golden Travel Community

Hertz is encouraging travellers to share their Gold Squad encounters online. By inviting passengers to vote for future airport stops, the company turns the project into a national conversation. Social media posts, hashtags and shared experiences amplify the campaign far beyond the airports. This community-driven approach ensures more travellers feel involved and connected. The Gold Squad is not just about in-person comfort; it is about building a wider movement where travellers share positivity. This kind of viral, feel-good campaign boosts visibility while showing Hertz cares about people as much as profits.

A Golden Future for Travel Comfort

The Gold Squad marks a new chapter in how travel brands engage with customers. By addressing stress directly, Hertz positions itself as more than a car rental company. It becomes a comfort provider, a partner in making journeys smoother. With expansion plans already in motion, the Gold Squad could become a signature feature of holiday travel in America. It shows how emotional connection, loyalty rewards and creative marketing can combine to transform an industry. For travellers, it means less stress and more smiles. For Hertz, it means a golden opportunity to lead the travel experience of the future.
Hertz has unleashed a golden idea with its Gold Squad of Golden Retrievers. By easing stress during one of the busiest weekends of the year, the company has created more than a campaign—it has built a movement. With smiles, loyalty rewards and community engagement, Hertz shows travel can be convenient, seamless and joyful. The Gold Squad is proof that even in crowded airports, a wagging tail can make all the difference.

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Tags: Golden Retrievers travel, Hertz Gold Squad, holiday travel, US airports

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