Hertz wanted to accomplish multiple goals by offering consumers targeted rewards instead of discounts to reduce the number of no-shows and steal market share from competing brands. We also wanted to attract new walk-up business and stimulate demand at airports during the summer months.
To provide travelers with rewards they really want instead of discounts, TLC and Hertz offered a $50 Hotel Credit valid at over 1,000,000 hotels through around the world. The promotion was so success it was extended and we changed the reward to 1 month of free Wi-Fi at over 64 million hotspots in 180 countries and territories. Hertz customers were able use these rewards wherever their travels took them.
The appeal of the promotion led to mass organic traffic through word-of-mouth referrals and deal blogs. Travel blogs especially contributed to the traffic and success by sharing the promotions with their followers.
After the first promotion, Hertz already saw a 50% reduction in no-shows and a 50% reduction in their cost per acquisition compared to previous discounting strategies. TLC and Hertz have continued with a successful partnership and are entering 2021 with more than 4 campaigns together.
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