As a member of Global Traveler, I enjoy the opportunity to review new products and test out programs in the marketplace as objectively as possible. As a personal consumer, I have a lot more knowledge than the average traveler and over the years have been exposed to many loyalty programs. One program I don’t use very often, but only as a personal consumer, is the business of car rentals. I am a member of two loyalty programs, Avis and National. I signed up through my American Express card; and because of that membership, I was granted elite status right away with both car rental companies. The four or five times a year I rent a car, I try to stick to the two companies. On my last trip to Florida, I needed to be more price-conscience, so I went with Thrifty car rental. Everything was fine with the process of renting the car, as was the car itself. When I returned the car, I had an “aha” moment.

I asked the person in charge of checking me in on the return a few technical questions about the car, a Ford Mustang. I wanted to know if it was a V4 or V6 engine and what other cars Thrifty offered. Rafael from Thrifty, who was checking me in, had a wealth of knowledge and gave me every detail I wanted with gusto. He loved cars, and that extra bit of passion and knowledge gave Thrifty a whole new dimension in my eyes. Because of my interaction with Rafael, I will definitely look at renting from Thrifty again, even though I am a member of other loyalty programs. It also made me ask myself what does it take to get consumers away from products they feel comfortable with, or make them switch loyalty programs? Is it a better product, a better deal, the personal relationship with the sales person, or a combination? More times than not I’m sure it’s a combination, but this time for me it was definitely my interaction with the Thrifty employee that will keep Thrifty in my mind the next time I rent a car!

— Alex Young, vice president and associate publisher