For my first rental car experience in Italy, yes I am brave!, I chose to fly into a "smaller"…read moreairport and pick up my rental car with a well-known brand such as Hertz. (Also helps that I'm a Hertz Gold card member.... but in the states I end up renting my cars with other companies due to lower rates and corporate requirements.)
However, I can happily say that not only did I choose Hertz because of the brand-name -- their online prices in Genova were better than other large-name rental car brands. (By A LOT!)
When you collect your keys, the Hertz counter can be found inside the airport on the main floor after you collect your baggage. There are a ton of rental car companies, so you can't miss Hertz.
Service was friendly, and extremely quick. (Maybe too quick?) They didn't ask if I needed a map or anything, and basically just told me in Italian that my car was outside.
The car I reserved online was the exact make and model that I reserved -- a Fiat Panda. (In Italy all cars are small, so you may as well just save yourself some money and reserve economy.)
After about 20min of learning how to get the car into reverse, I was off. The car was fine for my entire journey - - no issues at all. Well, there was no AUX port - - that would've been nice for my iPod. (Luckily I had a Jambox with to listen to some of my music inbetween the local radio stations.)
I don't really think there was much of a "Gold experience" here, so nothing to comment there.
Easy to return back to the airport. If you go through the round-about of the airport, you'll find a Total petrol station north of the airport to refuel. (Recommendation: use cash, not a credit card though - - just in case the machine sucks in your card. That would be a bummer of a delay to the airport.)
Just dropped off my keys to the desk attendant -- and that was it. Easy.