Hertz to Raise Gold Plus Award Prices

"Changes to the program" and "enhancements" are words that tend to send shivers of fear down the spines of loyalty-program participants. And for good reason: More often than not, they're a set up for bad news to follow.

Such was indeed the case with an email sent earlier this week to members of the Hertz Gold Plus Rewards program.

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To continue providing exceptional service to our members, we occasionally make changes to the Hertz Gold Plus Rewards points program. We are pleased to announce that based on member feedback, coming soon we will be enhancing reward redemption options with new locations and expanded choices.

We also constantly strive to maintain industry-leading reward levels and availability. However, in light of rising costs, we find it necessary to implement our first reward redemption point increase since 2008. Beginning October 1, 2013, point redemption levels for Rewards will increase a modest 10 - 15% in the United States, Canada, Puerto Rico and U.S.V.I. This will allow us to continue providing both the quality and quantity of reward options our members have come to value and appreciate.

We thank you for your participation in Hertz Gold Plus Rewards and look forward to serving you at a Hertz location soon.

The missive is a classic of its type. First, the good news, here a vague allusion to more options and choices.

Then, the real point, but not before an earnest assurance that the company is striving mightily on our behalf. And oh yeah, the real point: We're increasing award prices by a "modest" 10 to 15 percent.

And there you have it, an award-price bump of 10 to 15 percent, which may be deemed to be of modest or deal-breaking proportions.

At least they gave Gold Plus members three months' notice.

This article originally appeared on FrequentFlier.com.

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