The car rental industry is embracing biometric technology, aiming to streamline and expedite the customer experience. Hertz, a leading car rental company, has recently partnered with Clear, a well-known biometric screening service popular in airports, to introduce biometric scanning for car rentals. This move is set to significantly reduce the time it takes for customers to pick up their vehicles, marking a significant step forward in car rental efficiency.
Biometric technology, which has been progressively integrated into various sectors over the past half-century, is now making its mark in the car rental space. Initially confined to high-security government facilities and banks, biometrics has expanded to airports, stadiums, and personal devices like smartphones. Hertz’s adoption of Clear’s biometric system positions them as the first car rental company to leverage this technology, signaling a potential shift in how car rentals operate.
The advancement and affordability of cameras and scanning technology have been pivotal in this expansion. These improvements have made it more feasible to install scanners capable of reading fingerprints, facial features, and irises. Clear, among other companies like Vision-Box, already has a significant presence in over 100 airports globally, facilitating passenger scanning. Even entertainment giants like Walt Disney World utilize fingerprint scanning for visitor verification, demonstrating the growing acceptance and application of biometric identification.
Further innovations are on the horizon, indicating a continued trend towards biometric solutions. Microsoft, for example, is collaborating with an Australian national bank to develop cardless ATM machines that would allow users to withdraw cash using facial scans and PINs. Additionally, universities in London and Copenhagen are experimenting with on-campus grocery stores that accept fingerprint payments, and many modern laptops now offer fingerprint scanning for secure login. These examples illustrate the broadening scope and increasing integration of biometric technology into everyday transactions and services.
Hertz and Clear officially launched their biometric Car Rental Scanning service at Hartsfield-Jackson Atlanta International Airport this week. The plan is to extend this service to 40 more Hertz locations across the U.S. in the coming year. Key airports slated for this rollout include John F. Kennedy Airport in New York, San Francisco International Airport, and Los Angeles International Airport.
For members of Hertz’s Gold Plus Rewards loyalty program who also subscribe to Clear, the process will be remarkably streamlined. These customers can bypass the traditional rental counter and proceed directly to their reserved car. At the exit gate, Clear pods equipped with cameras and touchscreens will use facial or fingerprint recognition to verify their identity. Upon successful matching with Hertz’s reservation data, the gate will automatically open, allowing for a swift and contactless exit. Hertz is committed to providing at least one dedicated lane for Clear members at each participating location to ensure efficiency.
Kathy Marinello, President and CEO of Hertz, anticipates that the Clear system will reduce the car checkout process by approximately 1.5 minutes from the current two-minute average. She emphasized the value of time in the travel industry, stating, “In the world of travel, I think time is of the essence.” This sentiment underscores the primary driver behind Hertz’s adoption of biometric scanning – enhancing customer convenience and speed.
The biometric service is offered at no additional cost to members of the Hertz Gold Plus Rewards program, which itself is a free loyalty program. Travelers interested in utilizing this expedited service can enroll in Clear directly at participating Hertz locations. For those seeking the full Clear airport service, which promises faster passage through airport security lines, a monthly subscription fee of $15 is required.
A notable aspect of Clear’s implementation at Hertz is its use of facial recognition as the primary identification method, rather than iris or fingerprint scanning, which are more commonly used by Clear at airports. Caryn Seidman-Becker, CEO of Clear, explained that their advanced cameras are capable of capturing and analyzing subtle facial features for accurate identification.
However, the technology is not without its potential challenges. Amil Jain, a biometrics expert and professor at Michigan State University, points out that facial recognition systems operate by comparing a live image against a stored photo. Factors such as variable lighting conditions in a car rental lane and changes in a driver’s appearance due to makeup or seasonal attire like scarves could potentially affect the accuracy of facial scans.
Jain cautions that if the biometric system is not implemented effectively, it could frustrate customers. Conversely, a well-executed biometric scanning system has the potential to be more reliable and secure than traditional manual identity verification by an employee comparing a driver’s face to their license photo.
Despite potential technical challenges, Jain does not believe that customers should be overly concerned about privacy issues related to facial scanning in this context. He notes that the widespread sharing of facial photos on social media platforms like Facebook has already normalized the sharing of biometric data to a large extent.
However, privacy advocates raise valid concerns about biometric data security and usage. Justin Brookman, Director of Consumer Privacy and Technology for Consumer Reports, advises consumers to exercise caution when sharing personal identifiers. He warns, “Once your biometric data gets leaked or compromised, you can’t really do anything about it. The more people who potentially have it, the more potential for things to go bad.”
Seidman-Becker from Clear reassures users that Clear is committed to data security and privacy, stating that they will not sell or share collected data. She also highlighted the company’s certification by the U.S. Department of Homeland Security as a testament to their security measures.
Despite these assurances, Jeramie Scott, National Security Counsel for the Electronic Privacy Information Center (EPIC), emphasizes the inherent risks associated with sharing biometric data. He points out the absence of comprehensive federal laws in the U.S. governing the collection, use, and retention of biometric information. This lack of regulatory oversight raises concerns that personal data collected for one purpose might be repurposed or used in unforeseen ways in the future. “An individual might sign up for one use only to find out that down the road their data is being used in another manner,” Scott cautioned.
Marinello indicated that Clear initiated the partnership proposal, and Hertz agreed to invest in the installation of Clear pods at their rental locations. While she declined to disclose the exact investment amount, she expressed confidence that Hertz will recoup these costs through increased customer volume and repeat business.
Hertz’s proactive adoption of new technologies and strategic partnerships, like the one with Clear, reflects their commitment to staying competitive in a rapidly evolving transportation landscape. Faced with increasing competition from ride-hailing services and the advent of self-driving cars, Hertz is actively seeking innovative solutions to enhance their service offerings and customer appeal. Their partnership with Volvo in an autonomous driving incubator in Israel further exemplifies their forward-thinking approach.
Clear, similarly, is pursuing strategic partnerships to expand its membership base after emerging from bankruptcy in 2010 under Seidman-Becker’s leadership. Delta Air Lines’ acquisition of a 5 percent stake in Clear in 2016 and the offer of discounted Clear memberships to frequent fliers are other examples of Clear’s partnership-driven growth strategy.
In conclusion, biometric car rental scanning represents a significant step towards a more efficient and streamlined car rental experience. While it promises speed and convenience, it also raises important questions about data privacy and security that both consumers and the industry must carefully consider as this technology becomes more widespread.
