As if the increase in the redemption of points by as much as 81.82 percent and other perceived negative changes which had already been implemented were not enough as part of the massive devaluation of the Hertz Gold Plus Rewards frequent renter loyalty program, a new point usage cancellation policy is now in effect — and it is practically buried at the official Internet web site of Hertz.
More Hertz Gold Plus Rewards Devaluation: Point Usage Cancellation Policy Now in Effect
“It looks like the cancellation policy also changed with the devaluation”, FlyerTalk member jaw20 posted in this discussion. “I’ve redeemed three awards in the last 12 months, and there was no cancellation penalty for those reservations (as a Gold member).”
The exact verbiage of the new point usage cancellation policy is as follows:
Point Usage Terms & Conditions
Member is responsible for all applicable taxes and fees associated with the cash portion of the rental.
Any changes to a reservation booked with Gold Plus Reward points may impact the rental charges and point redemption. If a reservation which was booked with points is cancelled within 24 hours of booking, all points will be returned to the members account. If a reservation which was booked using points is cancelled more than 24 hours before the pickup time the following points will be forfeited: If a Gold member, 50% of the points used toward the booking will be forfeited; If a Five Star member, 25% of the points used toward the booking will be forfeited; If a President’s Circle member, all points will be returned to the members account. If the customer does not cancel the reservation prior to the time of pick-up and the rental vehicle is not picked up on the rental date, all the points used toward the rental amount will be forfeited, regardless of the members tier status. The cash/point conversions and refunds are subject to modification, cancellation or limitation at the discretion of Hertz at any time without prior notice.
Summary
The general program terms and conditions of Hertz Gold Plus Rewards — to which customers agree once they are members — say it all:
Hertz has the right to change, limit or modify Program rules, Rewards, Reward structure and Gold Plus Rewards Point levels at any time with or without notice.
The number of Gold Plus Rewards Points required to redeem any reward may be increased, and any reward may be withdrawn and restrictions on any reward or its redemption maybe imposed at any time.
In accumulating Gold Plus Rewards Points, members should not rely upon the continuing availability of any reward or reward level, and members may not be able to obtain all offered rewards in all circumstances.Hertz has the right to terminate the Gold Plus Rewards Program at any time upon six months prior notice to members. As of the termination date, members will no longer be able to earn Gold Plus Rewards Points or to redeem Gold Plus Rewards Points for Rewards. Hertz may terminate the Program at any time in whole or in part without advance notice if required to do so by applicable law. In addition, the Program may be suspended or terminated if events beyond Hertz’s reasonable control, such as computer or electronic transmission failure, materially affect Hertz’s ability to continue the Program.
As long as what Hertz does is technically not illegal, the company can apparently do anything it wants with its frequent renter loyalty program — regardless of what its members or customers want or think.
Of course, all frequent travel loyalty programs have similar verbiage as part of their terms and conditions — but just because they have disclaimed themselves does not mean that what they are doing is the right thing.
I am not sure whether or not what Hertz did crossed the line of ethics or morals — and I am not going to engage myself in that debate — but what they did is significantly erode or eliminate the trust of its members and customers; and that is usually never a good way to do business.
Is Hertz really going to benefit significantly enough from all of these changes in the long term to offset any loss of business? Is sacrificing trust from its members really worth whatever benefit they enjoy from implementing these policy changes? Why can’t frequent travel loyalty programs be less complicated and more friendly to customers in terms of overall value?
Photograph ©2017 by Brian Cohen.
