Hertz to Test Facial Recognition Technology

The admin involved in hiring a car is infamously tireless. From needing to remember to carry ID to providing proof of address, the whole process is just a tad archaic. Wanting to streamline the way in which we hire, Hertz has rolled out a new facial recognition tool.  This will see renters walk right past the rental desk and straight to the car, just needing their face to verify their booking and retrieve the keys.   

The initial focus will be at US airports, with the first facial recognition unit being erected at Hartsfield–Jackson International Airport in Atlanta this weekend. In 2019, Hertz will begin to roll these out further, seeing units placed at 40 airports. These will include New York, San Fransisco and Los Angeles, according to the firm. There are also plans to feature these units at large stadiums and porting venues.  

Hertz Fast Lane

Hertz has announced that the units will be called ‘Hertz Fast Lane’; something they expect to replace the traditional process of ‘signing in’.  

This is however not the work of just Hertz, with the car rental brand partnering with biometrics firm, Clear, to develop the equipment.  

“The new service…uses biometrics to drastically speed up the car rental process, so travellers can get through the exit gate and on the road in 30 seconds or less—a time saving of at least 75 percent,” said Hertz in a statement. 

Something for Hertz Gold Plus club members

But, this facial recognition tool will only be accessible to those who are members of the Hertz Gold Plus club. They will also need to enrol inClear to use the facial recognition equipment.  

The new tool will also give customers the option to check in via fingerpint if they did not want to use their face.  

Let us know what you think. Is this a good investment for Hertz? Leave your thoughts and comments below.