Redesigning A Travel Co.

 

Dychtwald on Avis: "Like lots of transportation companies, Avis thinks a cheaper price is the only thing that counts. Sometimes that's true, but not when you're targeting 60- to 70-year-olds. For them, cost isn't the main issue; access is.

"For seniors to get out of the airplane and have to schlepp their bags to one of those vans, go three miles, then drag the luggage to the car is a lot of work, maybe enough work to make them not want to rent the car. So I'd create an Avis Premier club. Members get special tags for their bags, and when they reach the airport, the members don't pick them up, Avis does. They can go for a cup of coffee and relax -- 15 minutes later the car is in a special holding area, the bags are in the truck, and everything's ready to go.

"Avis would be selling the same product, but they would be easier for older people to use. Comfort, security, convenience, and access -- those are the keys.

"Eighty percent of all luxury travel in America is purchased by people over 55, and they're renting cars. But none of the car-rental companies has chosen to go after them."