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Avis' New Premium Service Is a VIP Experience With a Personal Concierge—and No Shuttle or Counter Required
The new curbside service, called Avis First, will bring rental cars directly to customers at the airport terminal, according to the company. Currently, the new service is available at major airports in Denver; Honolulu; and Palm Beach, Florida.
'I remember the days of hauling strollers, car seats, and luggage through an airport tram, and that can be tough," Avis CEO Brian Choi told Travel + Leisure . "We think this makes a huge difference."
Choi said he views the Avis First service as a brand-new category in the rental car market, offering premium, concierge-level customer service.
When travelers sign up at the airport, they are assigned a personal concierge and their chosen vehicle is brought right to the terminal. Customers also don't need to deal with the pesky task of refilling the tank or prepaying for gas as Avis just charges the market price for whatever was used.
All of the cars used for the Avis First program are 2025 models with low mileage. Beyond airports, the service is offered in select locations within the New York City-area, including in Manhattan, Hoboken, and Jersey City; as well as in Chicago, San Francisco, Miami, Orlando, Seattle, and Washington, D.C.
For neighborhood renters—often families or people traveling for a road-trip—picking up a rental car can be difficult. But with Avis First, the company said it aims to simplify that experience and provide new options for time-conscious travelers seeking a personalized experience. While the perks are significant, travelers can expect to pay a higher price for the experience. An Avis First rental from Sept. 8 to Sept. 12 at Denver International Airport (DEN), for example, will set travelers back $547 for a Mercedes-Benz GLS 450 SUV, according to a search by T+L at the time of writing. In comparison, renting a Jeep Grand Cherokee in the company's "Standard Elite SUV" category will only cost travelers $435 for the same time period.
Travelers hoping to save money on a car rental can check their own airline loyalty programs for discounts, search third-party discount sites, keep their eyes peeled for junk fees, set a designated driver, and even keep an eye out for available coupons. Generally (though not always), renting at the airport can cost so travelers who hope to save should instead opt for an off-airport location.
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