Hertz Names Barton SVP of Global Franchise Operations
Hertz Global Holdings Inc. has appointed Robert (Bob) Barton to senior vice president, global franchise operations. He previously served as vice president of Leisure Brands & Franchise Operations, RAC Americas.
Robert (Bob) Barton. Photo courtesy of The Hertz Corp.
Robert (Bob) Barton. Photo courtesy of The Hertz Corp.
Hertz Global Holdings Inc. has appointed Robert (Bob) Barton to senior vice president, global franchise operations.
Barton is responsible for the company's worldwide franchise strategy and execution for the Hertz, Dollar, Thrifty, and Firefly brands. He reports to Jeff Foland, senior executive vice president and chief revenue officer, and to Michel Taride, group president, RAC International.
"With his nearly 30 years of franchise leadership experience in the car rental market, Bob is the ideal choice to direct and further develop our global franchise operations,” said Foland. “Bob and his team will identify and implement additional expansion opportunities in targeted geographies as part of a disciplined global franchise growth strategy."
At Hertz, Bob previously served as vice president, Leisure Brands & Franchise Operations, RAC Americas. Prior to Hertz, Bob led rental car and franchise operations at Franchise Services of North America (FSNA), U-Save Auto Rental of America, Dollar Thrifty Auto Group, Budget Rent A Car, and Cruise America. He is also a past president of the American Car Rental Association (ACRA).
"In this newly created position, Bob will play an essential role in enhancing our support and value to our global franchise community to the benefit of our customers, wherever they rent with Hertz and our other brands worldwide," said Taride.
More Rental Operations
The $100,000 Insurance Trap in Exotic Car Rentals
Exotic rental agencies often rely on customers’ personal auto policies to protect six-figure vehicles. But policy language can dramatically change the coverage for vehicles over $100,000 MSRP.
Read More →
The Booking Is Confirmed, But Is Your Customer Ready to Drive?
For international renters, a confirmed reservation doesn’t always mean they’re eligible to drive. Earlier checks can help operators catch documentation and payment issues before the customer reaches the counter.
Read More →
ICRS 2027 Opens Call for Papers
The International Car Rental Show seeks session proposals on the business, operational, and technology issues facing car rental operators. Submissions are due Jan. 15.
Read More →
Turo to Launch Vehicle Delivery Service
Turo Delivered will let travelers search for vehicles that hosts can deliver directly to hotels, homes, airports, train stations, and other locations.
Read More →
Palm Beach Airport Code Change Creates Car Rental Distribution Gap
A test of rental searches under the old PBI and new DJT airport codes returned largely different sets of brands and vehicles, highlighting a potential distribution problem for rental operators.
Read More →
U-Save Continues Dominican Republic Expansion with Launch in Punta Cana
The new franchise location builds on U-Save’s existing Santo Domingo operation and will begin taking reservations for October 2026.
Read More →
When AI Books the Rental Car, Who Controls the Sale?
As AI moves from comparing rental rates to completing transactions, operators need to understand how travelers find, interpret, rank, and ultimately see their offers. (Part 2 of 2.)
Read More →
European Booked Car Rental Rates Fell 5%, Results Varied by Country
Ireland, Cyprus, and the United Kingdom saw steep declines, while booked rates rose in Poland and Hungary.
Read More →
Is It Time to Rethink Rental Categories?
As traditional economy and compact cars disappear from the market, longtime rental operator Mike DeLorenzo asks whether the industry’s familiar vehicle categories still make sense — and what operators need to rethink along with them.
Read More →
Who Owns the Rate? AI Is Creating a New Distribution Problem for Car Rental
Generative Engine Optimization asks whether AI can find a rental company, but operators also need to know whether the agent inspected enough of the market, compared equivalent offers, and presented a rate the traveler can actually book. (Part 1 of 2)
Read More →