Enterprise Rent-A-Car Expands Loyalty program to Latin America and Caribbean

When you have a winning combination, as Enterprise Rent-A-Car does with its Enterprise Plus loyalty program, why not avail it to more people?

Well, Enterprise Rent-A-Car has done just that as it has expanded its highly successful Enterprise Plus loyalty program to Latin America and the Caribbean. Members can now earn points and enjoy benefits in Belize, Costa Rica, Guatemala, Mexico, Nicaragua, Tortola, and Uruguay.

With every qualifying rental, Enterprise Plus members earn points they can redeem anytime for free rental days in any available vehicle at thousands of participating Enterprise locations worldwide. Points earned will not expire as long as the member has one qualifying Enterprise rental within a three-year period.

Patsy Rey, director, loyalty programs at Enterprise Holdings, talked to Loyalty360 about the loyalty program expansion.

“As we continue to roll out the brand globally, consistent product and service offerings are very important,” Rey explained. “Customers want to know that what they experience close to home is what they can expect when traveling, especially internationally. In addition, the LAC market is a new market for us and we want to ensure we tap into the market and create loyalty from the start. By opening up Enterprise Plus to LAC residents, we hope to create loyal customers who earn points when renting at home so that they then think of Enterprise when traveling abroad and use their valuable points on their rental in North America or Europe.”

Enterprise Plus launched in 2008 and was modified to its current form, tiers, and points, in 2012.

“The program was initially designed to help expedite the rental process and create recognition for our members,” Rey explained. “By having their personal information on file, it ensured the rental agent could focus on a more personal interaction with the customer rather than on collecting the same data points time and time again. From there, the program evolved to reward members for their rental activity as well as to recognize members who rented more frequently with the addition of tiers. These tiers acknowledge to a member that we know their value to us and also reward them with bonus points as a way of thanking them for their continued loyalty and rentals. We have expanded our member communications beyond just promotional and specials to include arrival alerts that are sent in advance of a member’s rental providing them with important information in advance of their rental, monthly eStatements, which ensure members know how many points they have available to use, and a bi-annual eNewsletter is coming soon.”

Rey said the program expansion–specifically Europe and LAC– has delighted members.

“We are always looking for ways to provide added value to our members whether through added services, promotions, or ways and places to earn and redeem,” Rey added.

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