Hertz Corporation has appointed Holiday Holdings International as its exclusive general sales agent in southern Africa.

The new partnership has tasked Holiday Holdings to grow outbound car rental reservations from South Africa, Namibia, Swaziland, Lesotho, Zimbabwe and Botswana to more than 8,800 Hertz locations worldwide in 150 countries.

In 2012 the USA was the most popular destination for Hertz customers from Southern Africa, while seven European countries were among the top ten destinations, including the UK, Germany, Italy, France, Switzerland, Greece, and Spain.

Michel Taride, group president, RAC International , Hertz Corporation, commented: “For more than 90 years, Hertz has helped millions of customers from all over the world enjoy the freedom of the open road, and we view Southern Africa as an important emerging source market for our international car rentals.

With its wealth of travel trade experience and in-depth market knowledge of Southern African countries, Holiday Holdings International is ideally positioned to help Hertz expand its long-term outbound growth strategy for key global markets such as the USA and Europe.”

Holiday Holdings International has set up a local reservations office and call centre for Hertz in the Randburg district of Johannesburg to service the travel trade and corporate market.

Gavin Simpson , chief executive, Holiday Holdings added: “Given the magnitude of this important account, Hertz undertook a detailed evaluation of the available options for GSA representation in Southern Africa before deciding on the appointment of Holiday Holdings International.

“We will collaborate closely with the local Hertz franchisee to grow both domestic and outbound business for Hertz and the respective brand ambassadors of each organisation will coordinate their sales efforts to maximise synergy wherever possible.”

The new partnership will increase Hertz product awareness among travel trade and grow outbound sales by capitalising on Holiday Holding’s longstanding relationship with the travel industry in Southern Africa.

While the USA and Europe remain among the most popular outbound destinations for Hertz customers from Southern Africa in 2012, the United Arab Emirates witnessed the most growth year-on-year.

Southern Africans renting with Hertz in the vibrant Gulf country grew by 74 per cent in 2012, while in Spain, Hertz car rentals by Southern Africans increased by 34 per cent, in Germany by 27 per cent, and in France and UK by 13 per cent and seven per cent respectively.