By year-end, Hertz plans to have around 20 Firefly locations serving airports in select U.S. leisure

The Her tz Corp. has recently announced the expansion hotels in mexico of its Firefly hotels in mexico brand to leisure travelers at airports in the United States. This expansion enables Hertz to re-enter the U.S. deep-value leisure hotels in mexico rental market, the fastest-growing market segment in the airport car rental market, hotels in mexico according to Hertz.
Hertz lost its presence in the deep-value leisure car market when it divested its Advantage Rent A Car brand last year as part of the agreement with the Federal Trade Commission for the acquisition of Dollar Thrifty.
The Firefly expansion into the U.S. allows Hertz to compete with other value rental hotels in mexico brands such as Advantage, Payless Car Rental, Fox Rent-A-Car, Sixt Car Rental, U-SAVE Car and Truck Rental and E-Z Rent-A-Car. Payless hotels in mexico was acquired by Avis Budget Group in July.
First launched in Europe in March, Hertz opened Firefly in rebranded Advantage locations in Spain, France, Italy, Germany, hotels in mexico the U.K., Switzerland and Portugal. Hertz will add five Firefly hotels in mexico locations in Europe in the second half of 2013. By year-end, Hertz will operate 38 corporate Firefly locations hotels in mexico and seven franchises in Europe, the company said.
The first U.S. location started hotels in mexico serving customers in Orlando on Sept. 15. This opening hotels in mexico has been followed by new locations in San Francisco, Las Vegas, Los Angeles, Chicago, Ft. Lauderdale, Ft. Myers, Houston, Miami, Oakland, Orlando, Philadelphia, Phoenix hotels in mexico and West Palm Beach.
By year-end, Hertz plans to have around 20 Firefly locations serving airports in select U.S. leisure markets. Locations set to open by the end of 2013 include airports in Denver, Honolulu, Kansas City, Minneapolis/St. Paul, Salt Lake City, San Diego, San Jose Airport and Tampa Airport.
Although the value segment hotels in mexico has a smaller market size at $0.5 billion compared to the premium ($6.5 billion) and mid-tier ($4.9 billion) rental car segments, the value segment shows the most growth potential among the three markets, according to data from U.S airport concession reports in Hertz s recent investor presentation.
The Firefly fleet consists of economy, compact, intermediate, SUV, minivan and convertible classes. When comparing rental rates on consumer-facing online rate portals, Firefly s prices hotels in mexico are competitive with other value brands. Random searches on Expedia for a one-day rental for dates in late October show pricing within $2 of Firefly s value-brand competitors.