Renting a car can be an ideal way to explore unfamiliar destinations, but a recent investigation by Which? has uncovered that one in eight car rental customers face higher charges than initially anticipated when collecting their vehicle. The consumer publication surveyed more than 3,600 individuals who had booked car hire within the previous two years, asking about customer service, value for money, convenience of collection and return, and transparency of total costs.
Alarmingly, 13% of respondents ultimately paid more than their original quote, demonstrating that additional charges are not always transparent during the booking process. These included supplementary fees for drivers over 70 and extra insurance costs not mentioned in the advertised rate.
Lowest-Rated Firms: Avis, Dollar, and Goldcar
Positioned third from bottom in the league table was rental giant Avis, a familiar presence at airports and transport terminals with over 50 locations in the UK and many more internationally. While Avis received strong marks for accurate vehicle descriptions, quality cars, and swift drop-offs, it managed only two stars out of five for collection efficiency and transparency of charges and terms. At an average hire cost of £55, it is far from the cheapest option. Avis declined to comment when contacted.
Second from the bottom was Dollar, under the same parent company as Hertz. It also performed well for precise vehicle specifications, easy-to-find depots, and hassle-free drop-offs but received just two stars for collection efficiency and three stars for general affordability. A Hertz spokesperson responded: "We welcome feedback and are committed to providing a clear and transparent booking experience for our customers. Key information 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."
Finishing bottom of Which?'s research was Goldcar. 28% of hirers reported unexpected fees, some appearing after returning the vehicle. Nearly a fifth of participants waited half an hour or more to collect their car, and Goldcar also received two stars for customer assistance. One survey participant commented: "The risk of post-contract extras outweighs the cheaper price. Avoid at all costs." A Goldcar representative stated: "Goldcar Spain is disappointed that the alleged experiences have been identified by Which? Travel. Regarding insurance cover, the company offers premium cover for a seamless process if damage occurs. Customers have the right to choose separate cover, but they will be charged for damages and must claim from their provider. The company introduced a Code of Ethics and a Guide of Good Sales Practices in 2021, reviewed annually. Employees breaching the code are warned and penalised economically, with repeated breaches leading to contract termination."
Top-Rated Firms: Autoreisen and Arnold Clark
Leading the rankings was Autoreisen, a car rental firm operating in the Canary Islands, which secured five-star ratings across all assessment categories while offering the most competitive pricing at an average of £16 per day. The company earned Which? Recommended Provider status, joining Britain's Arnold Clark and international operator Alamo. Arnold Clark was the only UK rental company to receive five stars for pricing transparency. One customer remarked: "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?, commented: "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."
