The Hertz Corp. has been awarded the 2013 COLLOQUY Loyalty Award. The Fourth Annual COLLOQUY Loyalty Awards honors innovations in loyalty marketing that are designed to enhance the consumer experience.

"This award in particular is a huge honor because we take great pride in our Gold Plus Rewards free loyalty program to give our customers the most valued car rental experience possible," said Mark P. Frissora, Hertz chairman and chief executive officer.

Hertz Gold Plus Rewards is a free loyalty rewards program that allows Hertz customers to earn points per qualifying dollar spent at Hertz and Hertz 24/7, which can be used for free rentals, upgrades and more, according to the company.

COLLOQUY, LoyaltyOne's global research group, launched its Loyalty Awards in 2010 to salute the most innovative, customer-committed Enterprise Loyalty initiatives in the industry. The Global challenge produced winners from the United States, Canada, Australia and the United Arab Emirates.

"The COLLOQUY Loyalty Awards confer the highest honor on companies that are unwavering in their efforts to put the customer at the center of all efforts," said COLLOQUY Editor-at-Large Dennis Armbruster. "The innovations on display in these winning programs, operated by these industry leaders, provide ample proof that the future of loyalty marketing is in good hands."