I was reading and saw that Avis has introduced Avis First as a new premium car rental experience. The program is designed to eliminate the typical hassles of renting a car and provide a more luxurious and convenient journey. It’s not a loyalty program tier, but a distinct product you can book for a streamlined, concierge-level service.
When I think of car rental agencies, my biggest headache is with the rental counter. I have tried to eliminate this challenge by joining the Hertz Gold Plus Reward Program and the Avis Preferred Program. Most of the time, these programs expedite our rental experience which is a major plus.
The other headaches that we have is first getting to rental location and second, Hertz trying to nickel and dime you during your rental.
Here are the key benefits of using Avis First:
Curbside Concierge Service: One of the most significant advantages is the personalized concierge service. When you land at the airport, a personal concierge meets your curbside with your vehicle. This eliminates the need to take a shuttle, navigate a crowded garage, or wait in line at the rental counter. The concierge will even help you with your luggage and set up your car’s technology, like Apple CarPlay. When you return the vehicle, you simply drop it off at the departures curb. This service will definitely improve a car rental experience. I would estimate that you would save between 30 and 60 minutes. I would classify this service as a major benefit.
Premium, Low-Mileage Vehicles: With Avis First, you are guaranteed a high-quality, late-model vehicle from their premium fleet. This includes a selection of luxury sedans and SUVs, ensuring a comfortable and elevated driving experience. In my mind, this is mostly marketing speak. If a customer wants a premium car, they can rent it today on the regular Avis website.
No-Stress Fueling: With Avis First, the concierge handles the refueling for you at market price, so you can simply hand over the keys and head straight to your gate. Another minor benefit. There tend to be gas stations within 5 miles of the airports. Not that hard to fill up.
Booking Avis First: To book an Avis First reservation, you must do so at least 24 hours in advance. Unfortunately, the service is only at a few airports while they test it out. Another interesting element of the program is that it is a prepaid service as opposed to traditional car rentals in which you can cancel at any time.
Pricing: Avis First will be priced as premium product for the added convenience. A quick price check and it appears that it will come in at a premium of roughly 25% or more. I had expected it to come in higher than that.
I believe that Avis First will be successful if they keep their pricing at the 25% premium range. For business travelers and those who are time sensitive, this added service reduces their travel time by 30 to 60 minutes. This reduction is a tremendous value. Add to that, you can also reduce the stress of renting a car. They will definitely find an audience for this service.
The key question is how will leisure renters adopt this service? I have seen that 75% of all car renters are leisure as opposed to business. I guess in some respects, Avis is discounting the leisure market and separating their product into leisure and business. For the leisure users, they will keep their existing service and for businesses they now have their Avis First.
I am in favor of this service and await its mass roll out to see how it performs!!