One in eight car hire customers end up paying more than quoted, a Which? survey of over 3,600 people has found, with major names like Avis, Dollar, and Goldcar ranking among the worst for hidden costs and lengthy queues.
Which? Survey Reveals Widespread Hidden Charges
The consumer magazine surveyed over 3,600 individuals who had hired a vehicle within the past two years. It assessed customer service, value for money, convenience of collection and return, and transparency of total costs. Alarmingly, 13% of respondents paid beyond their quoted price, with surcharges for drivers over 70 and supplementary insurance fees not included in advertised prices.
Lowest-Ranked Firms: Avis, Dollar, and Goldcar
Third from bottom was Avis, which operates over 50 branches in the UK and thousands globally. While it scored well for accurate descriptions and quality vehicles, it received only two stars out of five for collection speed and cost transparency. The average rental cost was £55. Avis declined to comment.
Second from bottom was Dollar, owned by Hertz's parent company. It earned high marks for accurate vehicle descriptions and easy returns but received two stars for collection speed and three stars for value. A Hertz spokesperson said: "We welcome feedback and are committed to providing a clear and transparent booking experience. Key information is displayed throughout the reservation process and is available for review before payment. All Hertz customers have access to a no-fee additional driver option through our free Gold+ Rewards loyalty program."
Goldcar finished last. 28% of renters reported additional charges, some deducted after returning home. Nearly a fifth queued for 30 minutes or longer to collect their vehicle, earning two stars for customer service. One respondent said: "The risk of post-contract extras outweighs the cheaper price. Avoid at all costs." A Goldcar spokesperson commented: "Goldcar Spain is disappointed by the alleged experiences. The company offers premium cover for damage; customers may buy cover separately but will be charged for damages and must claim costs back. Goldcar introduced a Code of Ethics and Guide of Good Sales Practices in 2021, reviewed annually. Employees breaching the code are warned and penalised, with termination for repeated breaches."
Top-Ranked Firms: Autoreisen, Arnold Clark, Alamo
Autoreisen, a Canary Islands-based firm, topped the rankings with five stars across all categories and an average daily cost of £16. It was named a Which? Recommended Provider alongside Arnold Clark and Alamo. Arnold Clark was the only UK firm to receive five stars for pricing transparency. 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."
Expert Advice for Holidaymakers
Guy Hobbs, head of travel research for Which?, stated: "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."
Full Rankings for 2026
Which? ranked the car hire firms from best to worst as follows: Autoreisen, Cicar, Arnold Clark, Alamo, TopCar, Centauro, Enterprise, Sixt, Drivalia, Europcar, Thrifty, Budget, Hertz, Avis, Dollar, Goldcar.
