Hertz Rolls Out Golden Retriever Ambassadors To Elevate Customer Experience During Peak Travel
In an unexpected but heartwarming move ahead of Labor Day weekend, Hertz is adding golden retrievers to the rental car experience. To help ease the stress of the busy travel weekend, Hertz has launched the “Gold Squad,” a team of trained golden retrievers that greet customers at select U.S. airports during high-volume travel periods.
Cooper the Golden Retriever, and the rest of the Gold Squad debuted last week at Dallas–Fort Worth International Airport and is now expanding to locations including Chicago, San Diego, and Atlanta in time for Labor Day.
“At Hertz, we’re always looking for ways to make the final leg of the journey — picking up a rental car — feel joyful, not draining. That’s why we’re bringing the Gold Squad to airports across the country to bring comfort, calm and cuddles during peak travel times,” said Kari Birdsall, Vice President, Operations Excellence at Hertz. “This group of highly trained Golden Retrievers are lending our team an extra set of ‘paws’ that allows us to deliver joy in an unexpected place — helping travelers feel more relaxed and cared for as they continue their journey.”
The campaign is backed by data: a recent YouGov study found that 70% of Americans report stress when planning a vacation, particularly around airport transfers and logistics. Recognizing that the rental car counter often marks the final — and most exhausting — leg of a traveler’s journey, Hertz saw an opportunity to innovate. The Gold Squad offers a lighthearted, emotional counterpoint to the often mechanical customer service model. The dogs not only soothe frazzled nerves but also serve as brand ambassadors during on-site activations that promote the company’s Hertz Gold Plus Rewards program. Customers can sign up on the spot to access benefits such as skipping the counter at select locations, exclusive member rates, and redeemable points for free rental days. “We’ve seen how much joy the Gold Squad brought to travelers in Dallas, and now we want our customers to help decide where they’ll pop up next,” Birdsall said. “Whether you’re traveling to a new destination or returning home, we’re inviting travelers to nominate their city and join us in making the journey feel a little more golden.”
The company is encouraging travelers to vote for future Gold Squad destinations by commenting on Hertz’s recent Instagram post. Posts of the dogs have already gone viral! Fans can follow along with the Gold Squad on Hertz’s Instagram, X, Facebook, or TikTok channels.
This story was originally published August 26, 2025 at 12:37 PM.
