In reply to: Nobody but business travelers book directly through posted by Tex Francisco
those rentals are spread across 5 or 6 different companies, then most people don't see any benefit from membership because they will never accumulate enough rewards to get any free rentals. I'm guessing most people either aren't aware of or forget about the ancillary benefits.
has all the answers.
Because filling out the application takes shorter than waiting in line for a single rental, and you have it for life.
Free rentals aren't the point. Saving time is. Cripes, Hertz had ads on it 30 years ago. You know, O.J. running through the airport to rent his white Ford Bronco from Hertz?