Hertz has appointed former Walt Disney Company marketing director Bill Jones to a new key role, overseeing sales and marketing to holidaymakers across Europe.
Jones becomes divisional vice-president, leisure sales. He will report directly to European vice-president of sales and marketing Michael Garcia.
Garcia says: “Leisure customers have a different set of needs to other sectors of our market. We want an experienced professional to take control of our leisure sales and marketing. Bill will bring fresh impetus to Hertz’s efforts in leisure.”
Jones, who joins the company from IT recruitment company CSS Trident, where he was man-aging director, was previously UK marketing director of Disney land Paris. He has also worked for Avis, Hogg Robinson and Thomas Cook.
Jones says: “The leisure sector is a huge growth area for car rental and requires a determined, targeted approach.”
Competition in the leisure car rental market is fierce. In February, National Car Rental, which owns the Alamo leisure brand, launched a 2m advertising campaign. Last year Thomson Holidays became the first holiday company to launch an own-brand car hire service, in conjunction with car rental company Holiday Autos.