Here’s a development that’ll make seasoned travellers sit straighter in their business-class seats – if not bolt out of them entirely. Avis Budget Group, ever the restless innovator, has wheeled out a new service so swish it may just prompt a few frequent flyers to swap the skies for the roads.
Introducing Avis First – not just a car rental tier, but a bold new class of travel experience that reimagines car hire from the tarmac up. Think: curbside pickup, premium vehicles, and a personal concierge who meets you before you can untangle your seatbelt.
Gone are the days of trudging through endless carpark stairwells, juggling suitcases and car keys while muttering unpleasantries. With Avis First, when you exit the terminal, your vehicle and concierge are waiting–not idly, mind you, but enthusiastically, with your air-conditioned chariot ready to whisk you away.
A Warm Welcome from the Wheelhouse
This is no PR puffery. The service is real, it’s live, and it’s launching with gusto at major US airports: Denver, Honolulu, Palm Beach, and Fort Lauderdale, no less. Avis First has also rolled into local markets in Manhattan, San Francisco, Miami, and Seattle, giving inner-city elites and visiting dignitaries alike something to smile about.
“When Warren Avis introduced airport rentals back in 1946, he changed the game,” said Brian Choi, CEO of Avis Budget Group, invoking the name of the man who invented modern car hire. “Now, we’re taking that spirit of innovation even further.”
There’s something refreshingly old-fashioned about Choi’s approach – a nod to heritage, but with both hands firmly on the wheel of progress. “Avis First reflects where we’re headed as a company,” he continued. “Innovating with purpose, delivering value where it matters, and doubling down on our legacy of trying harder.”
One suspects Mr Avis himself would nod in solemn approval.
Concierge at the Curb – No Shuttle Required
Here’s how it works. You arrive at the airport. Instead of jostling for position at the rental desk or squinting at stall numbers in a concrete parking bunker, you receive a welcome message via the Avis app. Moments later, your concierge–yes, you have one now – greets you at the curb. The premium vehicle you selected is spotless, incredible, and Apple CarPlay is connected before your phone leaves your pocket.
You drive. You enjoy. You don’t fret over petrol, because Avis First will refill the tank at standard pump prices. You return the car at departures and return the keys to your concierge. No queues. No stress. And not a single paper form in sight.
As Andres Barry, EVP and Chief Commercial Officer for the Americas, said, “Avis First introduces a new level of ease and efficiency, delivering curbside service and premium vehicles exactly when and where travellers need them.”
It restores dignity to the rental experience—a rare thing, particularly when returning a car after a red-eye flight in last week’s suit.
An Upgrade for the Time-Poor and Taste-Rich
And don’t go assuming this experience is only for CEOs and celebrities. Avis says it’s “priced for everyone, not just the select few.” A bold claim, but one that will be music to the ears of travellers tired of the cattle-call experience common to most car hire counters.
The idea is simple: Avis First doesn’t replace the traditional model – it elevates it. It turns that all-too-familiar process into something smooth, streamlined, and dare we say… enjoyable.
It’s a concept that doesn’t just take you from A to B – it gives you back a bit of C: control. Control over time, service, quality, and the ability to feel grown-up while hiring a car. Imagine that.
Travel Evolved – With a Touch of Class
It’s no secret that post-pandemic travel has become a curious beast – more digital, personalised, and demanding. Travellers want experiences, not just transactions. With Avis First, Avis Budget Group is betting that people will pay more for service with actual service.
This is the motoring equivalent of slipping into a first-class lounge with a hot towel and a G&T for those weary of terminal transfers and endless queues.
So next time you fly economy, remember this: your road journey doesn’t have to follow suit.
To learn more or book your own Avis First journey, visit avis.com/avisfirst.
