New Program Removes Worst Car Rental Hassles

A New Era in Car Rentals: Avis First

Renting a car can often be one of the most frustrating parts of any travel experience. From the long walk to the rental facility, waiting in line, and then navigating to the vehicle, especially if it's located in a remote lot, the process can be time-consuming and inconvenient. Upon returning, travelers face another long walk or shuttle ride back to the terminal, adding even more stress to an already busy trip.

However, Avis has introduced a new product that aims to eliminate many of these pain points. The service, called Avis First, is designed to provide a more seamless and luxurious experience for travelers. It’s available at select airport and off-airport locations across the United States, offering a premium alternative to traditional car rentals.

How Avis First Works

Avis First allows renters to choose from a fleet of luxury vehicles, including models from Cadillac, Genesis, Mercedes-Benz, and Volvo. These cars are all current model years with low mileage, ensuring a high-quality driving experience. Once a traveler selects an Avis First rate, they can use the mobile app to notify Avis upon arrival at the airport. A concierge will then deliver the car directly to a designated area in the baggage claim area, allowing the renter to drive off immediately.

During the rental period, Avis concierges are available via chat to assist with any issues that may arise. This level of support ensures that travelers have peace of mind throughout their journey.

When it’s time to return the car, there’s no need to refuel. Travelers simply drop the vehicle off at curbside, where another Avis concierge will take care of the return process. Avis will add a charge to the final bill for the fuel used, based on market prices. By eliminating the need to visit a rental facility altogether, Avis First streamlines the entire process.

Availability and Pricing

Currently, Avis First is available at airport locations in Denver, Colorado; Honolulu, Hawaii; Palm Beach, Tampa, and Fort Lauderdale, Florida. Rates for Avis First start as low as $10 per day higher than standard rentals. Additionally, the service is offered at off-airport locations in several other cities, with plans for further expansion in the future.

A Vision for Enhanced Travel Experience

Andres Barry, Avis' executive vice president and chief commercial officer of the Americas, highlighted the benefits of Avis First. “It introduces a new level of ease and efficiency, delivering curbside service and premium vehicles exactly when and where travelers need them,” he said. He emphasized that the service is tailored for those who expect more, offering concierge-level service, elevated comfort, and complete control over the journey.

“This isn’t just about getting from A to B faster,” Barry added. “It’s about offering something distinct for those who value the luxury of time and service just as much as the drive itself.”

Industry Trends and Competition

The introduction of Avis First comes at a time when some car rental companies are using technology to complicate the rental process. For example, Hertz recently faced criticism for using car scanners equipped with hypersensitive AI software to detect minor dents in returned vehicles. This has led to significant charges on renters’ bills, often without clear ways for customers to dispute the findings.

Car rental companies have long competed to make the rental process as smooth as possible. National introduced Emerald Aisle in 1988, allowing members to bypass the counter and choose any car in the designated area. Hertz followed with #1 Club Gold in the next year, enabling renters to go directly to a pre-assigned stall with their car waiting—provided they had completed a master rental agreement in advance. Both services continue to be offered today, though availability may vary by location.

Avis Budget Group’s Global Reach

As part of Avis Budget Group, the company ranks as the world’s third-largest rental car company, behind Enterprise (which also owns Alamo and National) and Hertz. Together, Avis and Budget operate over 10,000 rental locations across 180 countries, making them a major player in the global car rental industry.