Car rental company Hertz (HTZ) today announced that is bringing its leisure-branded-yet-economic Firefly to the United States.
The company is looking to have some 20 Firefly locations at airports, aiming for “price conscience leisure travelers,” according to its press release.
Firefly will help the company with that market segment after it replaced its Advantage brand earlier this year. Firefly joins company brands Hertz, Dollar and Thrifty.
Hertz has increased sales in recent years from business and leisure travelers who are moving around more since the end of the recession. Also boosting the company has been its acquisition of Dollar Thrifty Automotive Group.
Hertz operates 40 Firefly locations in Spain, France, Italy, Germany, the U.K., Switzerland and Portugal. The company notes that “the locations service the deep value leisure segment, the fastest growing market segment in the airport car rental market.”
The service will roll out in Orlando in September followed by San Francisco, Las Vegas and Los Angeles.