Just in time for one of the busiest travel weekends of the year, Hertz is deploying golden retrievers to airport terminals — not as passengers, but as comfort companions.
Dubbed the “Gold Squad,” the team of golden retrievers is part of a new campaign from Hertz to ease the stress of travel during peak times. The program made its debut last week at Dallas-Fort Worth International Airport, where Cooper the Golden Retriever and the rest of the Gold Squad greeted thousands of weary travelers with wagging tails and gentle cuddles.
“With the Hertz ‘Gold Squad’ making surprise appearances across the country, we’re aiming to delight customers with something unexpected,” said Kari Birdsall, vice president of Operations Excellence at Hertz. “Whether it’s a warm welcome from a Golden Retriever or the ease of skipping the counter with Hertz Gold Plus Rewards membership, we’re focused on making every step of the rental experience feel convenient, seamless and a little more golden.”
The dogs will soon appear in other major airports, including Chicago, San Diego and Atlanta, though Hertz is letting the public weigh in on future stops by inviting fans to comment on its recent Instagram post.
“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.”
According to Hertz, the idea came in response to growing stress around travel. A recent YouGov study shows 70 percent of Americans find vacation planning stressful, with the rental car counter often the final hurdle after a long day of flights.
For pet lovers, the Gold Squad offers a joyful moment of connection in an otherwise rushed environment. Some locations will also feature giveaways and support stations for signing up for Hertz’s loyalty program, Hertz Gold Plus Rewards.
“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,” Birdsall said. “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.”
Posts of the dogs have already gone viral! To keep up with the dogs, fans can follow Hertz’s social media channels on Instagram, X, Facebook and TikTok.
