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Hertz deploys golden retrievers at Newark Liberty airport to ease holiday travel stress

The car rental company rolled out its “Gold Squad,” a team of trained golden retrievers, to greet customers during one of the busiest travel times of the year.

Jack Ford

Dec 17, 2025, 5:42 PM

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Travelers picking up rental cars at Newark Liberty International Airport received an unexpected holiday surprise Wednesday as Hertz brought out some new customer service agents.

The car rental company rolled out its “Gold Squad,” a team of trained golden retrievers, to greet customers during one of the busiest travel times of the year. The dogs, named Gabby, George, James, Charlotte and Violet, were stationed at the rental car desk, offering folks a chance to pause, pet the dogs, and decompress after their trip.

Hertz officials say the goal is to bring some smiles at the end of a, sometimes chaotic, airport experience.

“It's one of our busiest times for Hertz, especially at Newark Airport. We're really excited to put a little joy and a little, gold, in this, for Hertz and our customers alike.” said Jillian Kober, Hertz Area vice president.

“I fully enjoyed coming in and seeing them,” said Steve Bollerman, who is visiting his mom for the holidays. “It’s a great little holiday greeting.”

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