Car rental company Hertz UK is to back its new “Hertz Price Promise” with a £1m marketing budget, as the price war in the package holiday sector spills over into related leisure markets.
Hertz has committed itself to undercut any published lower price, offered on an equivalent deal by any other car rental company, by £1.
Hertz UK managing director Aidan O’Kelly says: “We are not interested in price wars, but we are committed to offering prices in the leisure market which our customers find attractive.”
The company claims its share of the pre-paid leisure car rental market more than doubled last year, after it reduced the booking period from 14 days before departure to 24 hours.
Hertz says it expects further growth in 1995. It is opening a new telephone reservations centre in Manchester and introducing a single nationwide local call telephone booking number from April 1.
Hertz says the UK market for outbound leisure car rental is worth about $400m (£250m), of which $250m (£157m) goes through retail channels.
The bulk of the £1m marketing budget will go on consumer press ads through Bainsfair Sharkey Trott, breaking this week.