Which? uses cookies to improve our sites and by continuing you agree to our cookies policy

Best and worst holiday companies revealed

Thomson, Expedia and Thomas Cook rated by Which?


Audley Travel and Trailfinders have topped a Which? poll to find the best and worst holiday companies, heading a list of more than 20 holiday providers.

The two specialists in worldwide and tailor-made holidays both received an impressive customer score of 93% in our annual survey of your favourite holiday companies. At the bottom of the table is Thomas Cook with a customer score of 61%.

You can see how each of the 23 holiday companies performed in the full table of survey results – these include ratings for customer service and value for money for companies including Thomson, Saga, Riviera Travel, Virgin Holidays and First Choice.

Best holiday companies

Which? members raved about Audley Travel’s ‘superb’ planning and loved the personalised brochures prepared for their trip. Audley received five stars for customer service, accommodation and value for money.

Similar praise was given to Trailfinders with Which? members complimenting its knowledgeable staff. The travel company received five stars for customer service, description matching reality and transfers.

Other top holiday companies include escorted tours specialists Riviera Travel (89%), adventure specialists Explore (88%) and walking holiday specialists HF Holidays (87%).

For the first time cruise companies were not included in this survey. Look out for the separate cruise operator survey in the September issue of Which? Travel.

Thomas Cook bottom

For the second year in a row Thomas Cook props up the bottom of the table with a customer score of 61% – three places below its main rivals Thomson, which received a respectable 70%.

The worldwide tour operator received just two stars for its transfers and three stars for its customer service and value for money.

Ratings for holiday companies

To produce customer scores for each holiday company, we asked Which? members how satisfied they were overall with their experience and how likely they would be to recommend the holiday company to a friend. The holiday must have included accommodation, transport and/or an escorted tour. The survey results are based on 2,852 member experiences.

More on this…

  • Airlines – find out the best and worst in our survey
  • UK self catering accommodation – holiday cottage companies rated
  • Currency exchange – we reveal the best and worst providers
Back to top