One in eight car hire customers charged more than expected, as Which? reveals the best and worst rated firms
Which? carried out a survey of over 3,600 consumers - members of the public and Which? members - who hired a car in the previous two years, asking them to assess their experiences using car hire firms and brokers based on a range of criteria including customer service, value for money, ease of opting out of additional charges, clarity of final hire cost and vehicle condition.
Since its last assessment in 2024, Which? has introduced an additional layer of expert checks that look at each company's pricing clarity, rental terms and conditions transparency, website functionality, and fairness.
When choosing a car rental company, one in eight (13%) respondents told Which? they paid more than the price they were first quoted. Which? research has found that key costs and conditions are not always made clear at the point of booking.
In 2015, the Competition and Markets Authority (CMA) asked the big firms to commit to transparent pricing and clear rental conditions. Yet more than a decade later, problems are still prevalent, such as hidden surcharges for drivers aged 70+, and insurance costs missing from the headline price.
Hertz, one of the biggest car hire brands in the world, received a middling score of 65 per cent in the car hire companies survey and assessment. The firm received just two stars for clarity of rental conditions and three stars for clarity of final hire cost and ease of opting out of additional charges.
Which? researchers tried to make a Hertz booking in three different countries but it would not add an additional driver during the booking process, nor was the cost of adding an extra driver listed in the rental conditions. When asked about this, Hertz said the fee could be found by clicking another link: ‘qualifications and requirements’, but the cost turned out to be an extra £144 per week.
Which? believes this should be clearer, and added to the price paid when customers book, rather than creating the potential for ‘bill shock’ at the rental desk.
Goldcar came bottom of Which?’s assessment with an overall score of just 48 per cent. Alarmingly, 28 per cent of Goldcar renters surveyed told Which? that they were stung with additional charges – sometimes weeks after they had returned home. One member said: ‘The risk of post-contract extras outweighs the cheaper price. Avoid at all costs.’
The firm received just two stars for collection speed and customer service and a fifth (19%) of respondents had to queue for 30 minutes or longer. Previous Which? investigations found Goldcar engaging in pressure selling tactics to encourage customers to buy extra insurance at the desk.
Another firm that failed to impress was American provider, Dollar (the low-cost arm of Hertz), which received an overall score of 62 per cent. Some of the largest global firms achieved middling scores including Avis (64%) and Budget (65%).
At the other end of the table just three companies managed to earn the prestigious Which? Recommended Provider badge - Canaries-based Autoreisen (93%), Arnold Clark (82%) and global brand, Alamo (76%).
Autoreisen received five stars in almost every category. At just £16 per day on average, it’s the cheapest provider in the survey and 98 per cent of people told Which? that the final price of their rental was the same, or less, than the original quote. While many big firms sting customers for extras and hidden fees, AutoReisen offers additional drivers, child seats and zero-excess insurance – all included at no extra cost.
Arnold Clark is the only UK rental option in the survey with five-stars for clarity of final costs, and respondents loved its pick-up and drop-off service. One 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.”
It is worth considering using a broker to find reputable car hire firms. Zest Car Rental was the only broker to receive a Which? Recommended Provider accolade. Zest has been a WRP since 2018 and remains the consumer champion’s first port of call for car rental without the nasty surprises.
Zest’s five-star customer service means there’s always someone on the end of a phone to help you resolve a problem quickly. Zest also has very reasonable rates of £27 per day, on average, which includes insurance, free cancellation, and often a second driver (depending on location). One customer told Which?: “I’ve used them for 20 years,” adding, “I’d never use anyone else.”
Guy Hobbs, Which? Travel Expert, said:
"Booking car hire should be straightforward, but hidden fees, unclear terms and costly add-ons still make it difficult for travellers to compare prices and know who is really offering the best deal.
“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."
ENDS
Notes to Editors
- Overall score is based on weighted average of the customer score (70%) and Which? expert analysis (30%). The results are based on an online survey, conducted in February and March 2026 with 3,637 adults - 1,984 members of the Which? Connect panel and 1,653 members of the public - who hired a car in the UK or abroad in the previous two years (i.e. since February 2024). The final data has not been weighted and may not be representative of the target population. Customer score is based on a statistical analysis applied to the customers’ satisfaction with the brand and likelihood to recommend it. Star ratings are based on Which?’s survey or a combination of the survey and expert assessment.
-Since its last assessment in 2024, Which? has introduced an additional layer of expert checks that look at each company's pricing clarity, rental terms and conditions transparency, website functionality, and fairness. These help to make up the overall score. There are also two new star ratings - clarity of final hire cost and clarity of rental conditions which are made up of a combination of survey and expert checks.
-Full table of results can be found below. Sample sizes in brackets. ‘-’ means not enough responses to include a star rating.
Goldcar’s response from the investigation:
A spokesperson for Goldcar said: “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 it is committed to investigating any incidences 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.”
About Which?
Which? is the UK’s consumer champion, empowering people to make confident choices and demand better. Through our research, investigations and product testing, we provide trusted insight and expert recommendations on the issues that matter most to consumers.
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