New Which? research reveals where to book - and who to book with - for the best UK holiday cottage stay this summer

The consumer champion surveyed more than 4,000 people about their experiences with holiday cottage companies in the last two years, receiving over 5,000 responses.

Holidaymakers were invited to give their cottage stay a rating out of five stars across nine different categories, including customer service, booking process, quality of accommodation, cleanliness and value for money. An overall customer score was calculated based on overall satisfaction and likeliness to recommend.

Worryingly, more than a third of those Which? surveyed reported experiencing a problem with their recent cottage stay, highlighting the importance of booking with a reputable firm.

The ratings are revealed as new Which? research found the average price of a week-long cottage stay this summer for a one or two bed property has topped £1,000 - but savings can be made by picking the right regions.

Topping the table with a stellar customer score of 90 per cent is the Landmark Trust, which has been awarded Which? Recommend Provider status for the second consecutive time.

With a carefully curated collection of around 200 properties, the Landmark Trust has a unique proposition - granting holidaymakers the opportunity to experience stays in heritage buildings which they have carefully restored - ranging from castles and follies to lighthouses and towers.

Survey respondents liked the “fascinating” and “quirky” properties, with one saying their stay was “rather like staying in a cosy museum which we could wander around and admire the restoration and original features time and again.”

The company secured an impressive five stars in almost every category, including quality of accommodation, communication and customer service - with one customer even praising the ease with which they were able to alter their booking at short notice.

It scored four stars for the range of properties and for value for money.

Close behind with a customer score of 88 per cent is Rural Retreats, which also secured Which? Recommended Provider status. It received an impressive clutch of four and five star ratings, with one respondent describing their stay as “an utter delight”. From “lovely” welcome hampers to the “top quality furnishings and fittings'', it was the little touches that left a mark on guests, who enjoyed stays in rural properties ranging from manor houses to barn conversions.   

Toad Hall Cottages took third place with an excellent customer score of 85 per cent. The provider is a solid option for those looking for a bargain break in the southwest, with the cheapest average prices as reported by survey respondents, and an impressive five star rating in six key categories including customer service, communication and cleanliness. However, the standard of its accommodation did not quite match up to some other providers, scoring just three stars in this category. Its cancellation terms are also restrictive - meaning it missed out on Which? Recommended Provider status.

Only two other firms received the prestigious Which? Recommended Provider badge - National Trust Cottages (84%) and Classic Cottages (82%). The former scored an impressive five stars for communication, customer service, booking process, quality of accommodation and cleanliness, with one returning customer claiming their experience is “always excellent” while another said “I can’t wait to book again.”

Classic Cottages meanwhile also received a clutch of five and four star ratings. It is testament to its excellent service that one survey respondent reported booking as many as 40 times, saying “it’s always been totally reliable.”

At the other end of the table, Norfolk Cottages took last place with a customer score of 68 per cent. While it scored a full five stars for cleanliness, and four stars in key categories including communication and customer service, it received just two stars for its range of properties.

Booking site Vrbo was second last,with a customer score of 69 per cent. It too received five stars for cleanliness, but scored just two stars for the range of properties, and a mediocre three stars for customer service. While some praised the service they received, singling out the “great website, and great communication from the host”, another claimed that Vrbo proved  “impossible to contact” when they had a problem.

For those still looking to book a summer break, location could have a significant bearing on the price you will pay. Which? analysed over 200,000 cottage prices for August this year, and found that on average people will pay £1,006 for a week’s stay in a one or two bed holiday cottage - but could make savings by picking lower cost regions.

For example, the average cost of a cottage in sought-after Cornwall is £1,317 a week - but heading to nearby Devon could shave off an average of £130 per week.

Similarly, while prices in the Lake District National Park average £944 a week, booking a property outside the park boundary in the wider Cumbria region could save an average of £100.
Likewise swapping Snowdonia for the Brecon Beacons could save an average of £161 a week, with the former costing £1,042 on average.

Overall, the cheapest region in the UK was Northern Ireland, at an average cost of £762 per week, closely followed by Shropshire at £821 a week.

Naomi Leach, Deputy Editor of Which? Travel, said:

“Booking the right UK holiday cottage can sometimes feel overwhelming, with no guarantee that glossy marketing pictures will measure up when you collect the keys.

“With average prices topping a thousand pounds for a week’s stay, it’s more important than ever to ensure you’re getting value for money from your break. The top rated companies in our survey deliver this and more. Whether you’re seeking a unique heritage address or a room with a view, our recommended providers are a great place to start your search.”

-ENDS-

Notes to editors:

- In January 2024, Which? surveyed 4,139 respondents from the Which? Connect panel and members of the general public, gathering information on 5,354 experiences.

-Indicative price per night based on survey responses.
-Full table of results below:

Five cheapest regions for a holiday cottage stay:

Data collected from Cottages.com, Holidaycottages.co.uk and Sykes across a six month period.

About Which?

Which? is the UK’s consumer champion, here to make life simpler, fairer and safer for everyone. Our research gets to the heart of consumer issues, our advice is impartial, and our rigorous product tests lead to expert recommendations. We’re the independent consumer voice that influences politicians and lawmakers, investigates, holds businesses to account and makes change happen. As an organisation we’re not for profit and all for making consumers more powerful.

The information in this press release is for editorial use by journalists and media outlets only. Any business seeking to reproduce information in this release should contact the Which? Endorsement Scheme team at endorsementscheme@which.co.uk.