For several years, I registered ZE1 in the points field for my Hertz rentals, and accumulated many Hertz #1 Club Gold points.

Then in 2000 Hertz closed the city location around the corner from my house. I have rented from Hertz from time to time at airports since then (but did not always remember to ask that ZE1 be written into the loyalty program field).

Last week, I tried to get a total of my points on the Hertz web site. I found a zero balance.

I e-mailed Hertz, and received a canned response that Hertz points expire if new ZE1 activity is not logged every year or two. Lo and behold, if you forget to enter ZE1 in the loyalty field, your points may vanish.

I continue to feel that points expiration on any loyalty program works against the program. Once points are "expired" by the company, the consumer feels a kind of anti-loyalty.

I certainly will think twice before renting from Hertz again.