When it comes to customer-facing business, the old real estate axiom remains in force: location, location, location. So, when you’re a rental car company, your counter location within an airport matters more than just about anything else. You want that spot at the top of the escalator for obvious reasons. But those spots are highly coveted. Every three-to-five years, bids pour in trying to win strategically located counter concessions. If a company has one, they fight to keep it. If they don’t, they fight to get it. And every company wants any edge or advantage they can get to win that fight. Enter diversity.

Because of the Airport Concession Disadvantaged Business Enterprise (ACDBE) program, diversity matters more now to airports and aviation companies than ever before. Anyone who does business with aviation agencies and authorities must demonstrate their commitment to diversity both internally and through their supply chain. Once again, because of a The LYNNK professional, a global rental car company was able to differentiate themselves from the multitude of companies and demonstrate their real commitment to diversity through a plethora of metrics and measurement, gaining the highly sought counter-at-the-top-of-the-escalator spot routinely, thereby driving sales, market share, and visibility.