In a bold move aimed squarely at discerning travellers, Avis Budget Group has announced the European rollout of its newly-minted premium service, Avis First.

From 22 October 2025, at three major European airports—Rome Fiumicino Airport (FCO), Geneva International Airport (GVA) and Zurich Kloten Airport (ZRH)—the company promises to “rewrite the rules” of car rental for those who value time, luxury and seamless travel.

What exactly is Avis First?

This isn’t merely a higher vehicle class or faster check-in. From the available information, Avis First is built around a curated, concierge-style experience:

• A dedicated representative meets the traveller on arrival at the airport and escorts them straight to their vehicle—no queue at the rental counter.
• The vehicle is a “guaranteed premium” model from BMW, with options such as the 3, 4, 5 Series or X3/X5 SUVs being specified for the European launch.
• Vehicle pick-up is just steps from the terminal; returns can be made at a dedicated area close to departures—again aiming to eliminate typical airport rental friction.
• Additional perks: a VIP‐only phone line and mobile-app communications (via the Avis app) to keep the experience fully controlled and personalised.
• Importantly, the customer does not need to refuel before returning the vehicle. Avis monitors fuel levels and charges at local market rates, removing one typical pain point.

As emphasised by Anna Pawlak-Kuliga, President International at Avis Budget Group:

“We have embarked on an ambitious transformational journey… This is about giving back valuable time and elevating the entire travel experience to a new level.”

James Adams, VP Chief Commercial Officer, International, adds it plainly:

“Avis First isn’t just an upgrade; it’s a complete reimagining of how premium travellers begin and end their journeys.”

Why this matters (especially for travel tech)

For our audience of frequent travellers, digital nomads and business travellers, the launch of Avis First is particularly interesting because it shifts the rental-car equation in two ways:

1. Time and convenience regain centre stage. So often, travel tech conversations focus on connectivity (eSIMs, airport apps, loyalty programmes), yet the moment a traveller lands and hits the ground rental car counter remains a friction point. With Avis First, that stretch is being “pre-solved”.
2. Premium service as differentiator in mobility. In a world where car‐sharing and ride-hailing are gaining traction, legacy rental players are feeling pressure. A concierge-style premium offering like this signals an attempt to create a distinct segment – one less vulnerable to commoditisation.

From a content and marketing perspective (for platforms like yours, Alertify), the service also provides a compelling story: the intersection of travel tech, customer-experience innovation and mobility transformation.

Practical details: what to look out for

If you’re thinking of recommending or using Avis First, here are some hands-on pointers:

• Ensure your driver’s licence, payment method and any required identity documents are ready ahead of time: the service emphasises pre-verification (via app) to make the meet-and-greet smooth.
• Because it involves guaranteed premium vehicles and concierge staffing, expect higher pricing than standard rentals—some U.S. launches cited a premium akin to “priority boarding on a flight”.
• Book via direct channels (Avis website/app) to access the service; availability is limited (initially only at the three European airports).
• For travellers landing at the designated airports, remember: your pick-up is just steps from the terminal—this matters if you’re carrying gear or connecting from another flight.
• From a tech/travel-stack perspective: think of pairing Avis First with your eSIM for instant connectivity and airport navigation apps for smoother terminal transfers.
• Also: returns are simplified. Pull into the dedicated drop-off zone, hand over keys, head straight to departures—ideal for tight transitions.

How does Avis First compare with what’s already out there?

In the premium mobility space, there are a handful of comparable models, but Avis First stakes a strong claim in the rental-car category:

• Ride-hailing luxury services (Uber Black, Lyft Lux) deliver premium vehicles on demand, but they generally don’t include the structured meet-at-arrival, guaranteed vehicle tier, or full rental period benefits (fuel, insurance, flexibility).
• Car‐sharing platforms (like Zipcar or executive tiers within rental fleets) aim for convenience but often lack the concierge personalization and dedicated service line.
• Some local luxury rental firms offer airport delivery and premium vehicles, yet they operate at a boutique scale—not backed by a global infrastructure.

What sets Avis First apart is the scale, the airport-terminal integration, and backing by a global brand (Avis Budget Group has operations in approximately 180 countries)

From a trend-perspective:

• Travel and mobility are merging more and more post-COVID: travellers expect a frictionless chain from flight to ground transport.
• Premiumisation is rising: as budget travel saturates, premium services become a differentiator, particularly for business travellers and high-end leisure segments.
• Tech‐enabled personalisation: via apps, data, tracking, concierge touchpoints—Avis First integrates all of these.

Conclusion: what this means for the travel tech ecosystem

For our readership—travel tech professionals, roaming consultants, frequent travellers—the European launch of Avis First is more than just a press release. It signals a subtle but meaningful shift in mobility: rental car firms are stepping beyond “rental counter + car” to “end-to-end arrival-and-on-the-road experience.”

In the context of travel tech, that means layered opportunities. For example:

• Complementary services — your eSIM or roaming-calculator tools could highlight how clients using Avis First still benefit from immediate connectivity on arrival.
• B2B partnerships — airlines, hotels, concierge services or airport-lounge providers might integrate Avis First into their premium suites or frequent-traveller bundles.
• Content & affiliate marketing — explaining this elevated mobility option resonates in blogs targeting travellers who “don’t want to wait”.
• Data-driven insights — observing how such a service may catch on (pricing, uptake, geo-expansion) gives you fodder for strategic commentary and reports on mobility trends.

All that said, a few caveats remain: the service is currently only at three European airports; pricing and corporate-contract availability may be limited initially.

Nevertheless—given Avis First’s positioning, infrastructure and market momentum—it’s a service to watch closely. If you’re advising travellers (or tech vendors within the travel-mobility sector), this is potentially a smart “upgrade” to recommend: one that aligns with time-sensitive, premium-mobility needs and leverages the broader travel-tech ecosystem.

In short: for travellers who prize their minutes and expect more than “just a car”, Avis First offers exactly that—and for travel-tech specialists, it’s a compelling shift in the mobility benchmark.