Become a Hertz Gold+ member
Why is Hertz the most trusted car brand in the U.S.?
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- Hertz is the only car rental company named to USA TODAY's Most Trusted Brands list for 2026, based on a survey of 23,000+ consumers.
- Hertz Gold+ earned a 4.5-star rating in USA TODAY's Best Loyalty and Rewards 2026 list.
- Both awards reflect the same thing: over 100 years of consistent, reliable service that customers trust, rental after rental.
We're proud to share that in March 2026, USA TODAY named Hertz as the only car rental company to be recognized in its Most Trusted Brands for 2026.
More than 23,000 consumers participated in the survey that determined these USA TODAY rankings. Trust isn’t built in a single trip. It’s earned rental after rental, year after year. For more than 100 years, Hertz has helped people get to the moments that matter - and this recognition reflects that commitment.
- What is the USA TODAY Most Trusted Brands list?
- Why did Hertz win?
- What is the USA TODAY Best Loyalty and Rewards award?
- How does Hertz Gold+ work?
- What does this mean when you book with Hertz?
What is the USA TODAY Most Trusted Brands list?
The USA TODAY Most Trusted Brands is a consumer-voted list compiled by USA TODAY. Now in its second year, it's become a reliable signal of public opinion on brands.
The process starts with a survey of U.S. consumers. For the 2026 list, USA TODAY surveyed more than 23,000 people between September and October 2025, asking them to rate brands they personally use or know well.
Before the survey takes place, USA TODAY pulls together a list of more than 20,000 brands that advertised on national TV, identified with the help of marketing intelligence firm MediaRadar. From there, more than 4,800 brands moved forward to a deeper nationwide evaluation.
We’re proud to say that Hertz is the only car rental provider to appear on the final list in 2026.
Why did Hertz win a place on USA Today’s Most Trusted Brands list?
We've been in this business for over 100 years and in that time we've worked to earn our customers' trust, rental after rental. Whatever the reason for booking with Hertz, the service stays the same.
Every day, customers trust Hertz to get them to the moments that matter. Weddings. Birthday parties. Reunions with the people they love. Whether you book months ahead or the night before, we're ready for it.
That consistency is the point. Fast response times. Reliable vehicles. A rental experience customers can count on, every time they book.
What is the USA TODAY Best Loyalty and Rewards award?
On top of the Most Trusted Brand award, USA TODAY has also recognized Hertz as part of its Best Loyalty and Rewards award. Announced on April 7, 2026, Hertz Gold + received a 4.5-star rating, making it one of the highest-ranked rewards programs for car rental companies.
What does this rating measure?
This award works differently from ‘Most Trusted Brands’. Rather than rating overall brand reputation, USA TODAY's research looks at the loyalty programs themselves:
- How easy the program is to join
- What members actually get back for their loyalty
- How the experience compares against other providers in the same space
A 4.5-star rating puts Gold+ at the top end of that scale.
Trust is built over time. Loyalty is earned the same way. Being recognized by USA TODAY for both trust and loyalty reflects our commitment to delivering a rental experience that customers come back to again and again.
What is Hertz Gold+?
Hertz Gold+ is the fastest, easiest way to rent with Hertz. Joining is free and unlocks members-only benefits from day one.
Gold+ members can skip the counter at most major airport locations, choose their car, and get on the road faster. Members can also earn points to use on free rental days, including on convertibles and other premium vehicles. And if you keep earning or redeeming within 12 months of your last rental, your points won't expire.
Additional Gold+ perks include:
- Skip the counter and go straight to your car at select locations
- Add your spouse or partner as an extra driver for free
- Save 10% when you book direct
The more you rent, the more Gold+ works for you — unlocking additional perks, rewards, and travel benefits along the way.
Make travel feel golden
Ready to experience our award-winning service for yourself? Book your next rental with Hertz.
