Looking to hire a car for your summer holiday? Which? has put together a ranking of some of the best and worst car hire firms, including those that have the most hidden fees and the ones likely to keep you waiting at the airport
Hiring a car gives you freedom on holiday(Image: Getty Images)
Hiring a car can be an excellent way to explore somewhere new, but a recent survey by Which? Has revealed that one in eight car hire customers end up paying more than they expected to get on the road.
The consumer magazine surveyed over 3,600 people who’d hired a car in the past two years, asking a range of questions about their experience with customer service, value for money, ease of car pick-up and drop-off, and clarity around the overall cost.
Shockingly, 13% of participants in the survey ended up paying more than the price that they were quoted, showing that extras aren’t always made clear when customers are booking. These included surcharges for drivers over 70 and extra insurance costs that weren’t in the headline price.
Third from the bottom of the rankings was car hire giant Avis, a fixture at airports and other transport hubs. It has over 50 branches across the UK and thousands more across the world. While Avis scored highly for accurate descriptions, quality vehicles, and quick returns, it only scored two stars out of five for collection speed, and the clarity of its costs and conditions. With an average rental price of £55, it’s also far from being the cheapest option. Avis declined to comment.
Second from the bottom was Dollar, owned by the same parent company as Hertz, which also scored well for having accurate vehicle descriptions, easy-to-find locations, and easy returns. However, it received two-star scores when it came to collection speed and three stars for overall value for money.
When approached for comment, a Hertz spokesperson said: “We welcome feedback and are committed to providing a clear and transparent booking experience for our customers. Key information – including rates, inclusions, rental requirements and additional driver policies – is displayed throughout the reservation process and is available for review before payment.
“All Hertz customers also have access to a no-fee additional driver option through our free Gold+ Rewards loyalty program, which allows members to add a spouse or domestic partner at no additional charge.”
Coming in last in Which?’s survey was Goldcar. 28% of renters told Which? they had received additional charges, some of which weren’t deducted until after they returned home. Nearly a fifth of respondents said they had to queue for 30 minutes or longer to collect their car, also giving them two stars for customer service. One survey respondent said: “The risk of post-contract extras outweighs the cheaper price. Avoid at all costs.”
A spokesperson for Goldcar said: “Goldcar Spain is, of course, disappointed that the alleged experiences have been identified by Which? Travel. With regard to insurance cover, the company offers premium cover to provide a seamless process should damage occur during a customer’s rental. A customer, of course, has the right to choose to buy their cover separately; however, if this is the case, they will be charged for any damages that occur during the rental and will then need to claim the costs back from the chosen provider.
“Whilst the company has not been given the opportunity to see the footage referred to by Which? Travel is committed to investigating any incidents where a customer believes they have received service that does not match expectations for a low-cost brand.
“The company introduced a Code of Ethics for counter sales and a Guide of Good Sales Practices in 2021, both of which are reviewed annually based on customer feedback about their sales experience. If an employee breaches the Code of Ethics, they are immediately warned and penalised economically and if breaches are repeated they can be subject to termination of their contract.”
At the top of the rankings was Autoreisen, a Canary Islands-based car hire company that received five stars across all categories, despite also being the cheapest on average at £16 a day. It was named as a Which? Recommended Provider alongside the UK’s Arnold Clark, and the worldwide brand Alamo.
Arnold Clark was also the only UK rental firm that was awarded five stars for clarity of costs. One satisfied customer said: “There was no time shilly-shallying and no problem hiring in my age group (82). I was in and out in no time and dropped off back at my home.”
Guy Hobbs, head of travel research for Which?, said: “Too often we hear from holidaymakers who have faced poor customer service and unexpected charges that turn a seemingly cheap rental into an expensive one.
“The good news is that some firms show it doesn’t have to be this way. To get the best experience this summer, travellers should choose a reputable provider. Our Which? Recommended Providers are all excellent options, and using a trusted broker such as Zest Car Rental can provide extra reassurance and support if any issues arise.”
Which?’s rankings for best and worst car hire firms for 2026
- Autoreisen
- Cicar
- Arnold Clark
- Alamon
- TopCar
- Centauro
- Enterprise
- Sixt
- Drivalia
- Europcar
- Thrifty
- Budget
- Hertz
- Avis
- Dollar
- Goldcar
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