A Which? survey has ranked the worst car hire firms, uncovering that one in eight customers ended up paying more than they expected due to hidden costs. The consumer publication questioned over 3,600 individuals who had rented a car within the previous two years, asking about customer service, value for money, convenience of vehicle collection and return, and transparency of total cost.
Hidden Fees and Surcharges
Alarmingly, 13% of respondents spent more than the initial quote, revealing that additional charges are not always transparent during booking. These included surcharges for motorists aged over 70 and supplementary insurance fees not included in the advertised price.
Bottom Three: Avis, Dollar, Goldcar
Third from the bottom was Avis, which operates over 50 locations in the UK and thousands globally. While it scored well for accurate descriptions, quality vehicles, and swift returns, it received only two stars out of five for collection speed and transparency of charges. With an average hire cost of £55, it is not the most economical choice. Avis declined to comment.
Second from the bottom was Dollar, owned by the same parent company as Hertz. It scored well for accurate vehicle descriptions, easy-to-find locations, and easy returns, but received two stars for collection speed and three stars for overall value for money. 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."
At the bottom of the survey was Goldcar. Some 28% of renters told Which? they had been hit with additional charges, some not deducted until after they returned home. Nearly a fifth of respondents reported queuing for 30 minutes or longer to collect their vehicle, awarding them two stars for customer service. One respondent remarked: "The risk of post-contract extras outweighs the cheaper price. Avoid at all costs."
A spokesperson for Goldcar stated: "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."
Best Provider: Autoreisen
Topping the rankings as the best car hire provider was Autoreisen, a Canary Islands-based firm that secured five stars in every category and proved the most affordable at £16 per day. It earned recognition as a Which? Recommended Provider alongside the UK's Arnold Clark and the international brand Alamo. Arnold Clark was the sole UK rental company to receive five stars for transparency of pricing. One pleased 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."
Expert Advice
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."
