What is Customer Demographics and Target Market of Hertz Global Holdings Company?

The B2B segment is a cornerstone of the Hertz business model, driven by corporate contracts, insurance replacements, and government clients. It attracts professionals aged 30-65 with mid-to-high income levels who value the convenience of airport rentals and integrated expense systems.

A rapidly growing part of the B2B customer base is the ride-hailing market. As of Q1 2025, Hertz rents over 70,000 vehicles to Uber and Lyft drivers, targeting individuals aged 21+ who need a reliable vehicle but may not qualify for traditional auto financing.

The leisure segment represents a significant portion of Hertz customer demographics, targeting families and vacationers aged 25-70. This group, with a median household income of $75,000+, often books through the value-focused Dollar and Thrifty brands, prioritizing cost-effectiveness and convenience.

A key strategic shift involves targeting younger consumers aged 21-35 through app-based rentals and partnerships. This focus aims to capture the next generation of Hertz car rental customers and offset post-pandemic volatility in corporate travel.

The United States is the epicenter of Hertz's business, with its strongest brand recognition and market share. Key airport hubs in sunbelt states like Florida, Texas, and California are critical due to their high volumes of both leisure and business travel within the automotive rental industry.

Europe stands as the second-largest market, contributing approximately 22% of total revenue. Hertz maintains strong operations in key travel hubs including the United Kingdom, France, Germany, and Spain, catering to distinct regional vehicle rental trends.

Customer demographics and preferences differ markedly by region, influencing fleet composition. European renters show a higher preference for smaller, manual transmission, and diesel-powered vehicles compared to North American customers, who favor larger SUVs and trucks.

Other international markets, including Asia-Pacific and the Middle East, make up the remaining 10% of revenue. These regions are often serviced through franchise partnerships to manage operational complexity while pursuing strategic expansion.

Significant investment is made in SEO, paid search, and meta-search platforms like Kayak to capture the Hertz target market during trip planning. This strategy effectively reaches both leisure and Hertz business traveler customers at their moment of need.

The Hertz Gold Plus Rewards program boasts over 15 million active members as of July 2025. It incentivizes repeat business through points for free rental days, elite status tiers, and co-branded credit card partnerships to boost customer lifetime value.

For its vital corporate account holders, retention is managed through dedicated account teams and customized service level agreements. This personalized approach ensures high satisfaction among Hertz corporate account holders.

The company utilizes its CRM for personalized email marketing based on rental history. Campaigns offer targeted promotions, like SUV upgrades for past family renters, enhancing the experience for the Hertz rental car audience.