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For decades, car rental has been viewed as a transactional necessity. Simply a checkpoint on the travel journey rather than a meaningful part of it. Beth Gibson, Vice President, Avis First, sees that as a missed opportunity. With the recent launch of Avis First, she’s leading a bold initiative to shift perceptions and elevate expectations, introducing a first-of-its-kind rental experience built around convenience, care, and concierge-level service.  Available to all travelers through the Avis app, the program also provides added advantages for loyalty members, including faster booking and recognition through the existing Avis Preferred program. This isn’t about perks. It’s about purpose and a relentless focus on what travelers actually value. 

It isn’t just a new tier; it’s a fundamental shift in the company’s approach to customer engagement. With nearly 18 years at Avis Budget Group, Gibson’s deep operational knowledge, frontline empathy, and relentless commitment to the customer have uniquely positioned her to lead this transformation.