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<?php
add_filter('woocommerce_variation_option_name', 'kw_woocommerce_variation_option_name', 10, 1);
 function kw_woocommerce_variation_option_name( $value ){

   if( strpos($value, '-') > 0 ){                    
     $term = get_term_by( 'slug', $value, 'pa_rental-duration' );
        if ( ! is_wp_error( $term ) && $term && $term->name ) {
            $value = $term->name;
        }
    
   }                   
    return $value;
 }


?>