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To truly tailor-make a holiday, the provider has to get to know you and exactly what makes you tick when it comes to travel. And our survey has revealed six exceptional companies prepared to take the time to do just that.
Top of the pile is Trailfinders. Most people book in person at one of its 45 travel centres, over the phone or via an online consultation, so its destination experts can talk you through the options that will suit you best.
Audley Travel excels at this, too – all of its agents have travelled extensively in their specialist regions, so they really know their stuff when it comes to hand-picking hotels or knowledgeable local guides.
Travel Counsellors, Kuoni and Travelbag are also excellent options. And even big player Jet2Holidays impressed customers who had asked its agents for recommendations and advice on their next holiday.
You can compare customer scores for tailor-made holiday specialists in our table, based on the responses of more than 12,000 holidaymakers. For extra peace of mind, all the companies awarded Which? Recommended Provider (WRP) status guarantee that they will not apply surcharges in 2026 – so the price won't go up after you book.
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| 88% | £151 | £293 | ||||||||
| 86% | n/a | £372 | ||||||||
| 84% | £163 | n/a | ||||||||
| 83% | £172 | £283 | ||||||||
| 83% | n/a | n/a | ||||||||
| 81% | £119 | n/a | ||||||||
| 80% | n/a | £214 | ||||||||
(194) | 80% | £119 | £167 | |||||||
(63) | 79% | n/a | £154 | £173 | ||||||
(41) | 79% | £171 | £237 | |||||||
| 79% | n/a | n/a | n/a | |||||||
| 78% | £149 | £216 | ||||||||
(46) | 78% | n/a | £114 | n/a | ||||||
(44) | 78% | n/a | £176 | n/a | ||||||
| 78% | n/a | £138 | £157 | |||||||
(167) | 78% | £153 | £204 | |||||||
(57) | 77% | n/a | £114 | n/a | ||||||
(519) | 77% | £119 | £165 | |||||||
(82) | 75% | n/a | £134 | n/a | ||||||
| 74% | n/a | £165 | n/a | |||||||
(41) | 73% | n/a | n/a | n/a | ||||||
| 73% | £100 | £156 | ||||||||
(280) | 71% | £103 | n/a |
Using the table Based on a survey of 19,958 holidays taken in the past two years from 12,119 Which? Connect members and members of the public in August/September 2024. Sample sizes in brackets. Star ratings are based on one to five stars. The more stars the better. n/a indicates we did not receive enough responses to report on a company in that category. Average price based on the median price per day of holidays taken by survey respondents with the company named in ALL categories of holiday. Short-haul destinations are defined as anywhere less than a five-hour flight from London. Customer score based on a combination of overall satisfaction and how likely people are to recommend the company.
Trailfinders is consistently one of the UK’s top tour operators and it specialises in adding tailor-made touches to your holiday.
It's one of just a handful of companies to be rated five out of five stars for its customer service and accommodation.
Which? verdict: If you’re looking for an exotic or complex holiday, tailor-made to your exact specifications, Trailfinders is the best-rated provider in our survey.
Read the full Trailfinders review or visit the Trailfinders website directly.
Audley Travel is a luxury tour operator providing tailor-made holidays based around individual preferences and interests.
Audley Travel’s tours are designed entirely around your personal taste by specialist advisers who have lived in, or travelled extensively in, the region.
Which? verdict: Audley Travel excels at providing tailor-made luxury trips, receiving the second-highest customer score in this category.
Read the full Audley Travel review or visit the Audley Travel website directly.
Travel Counsellors is a network of 2,000+ travel agents, each with their own experience and specialisms, who tailor-make holidays based on your personal requirements.
Customers loved the knowledge an experience of its agents, and it received five stars for its one-to-one customer service. It was made a WRP in January 2026 when it guaranteed not to apply surcharges on its tailor-made holidays.
Which? verdict: A truly personal service, with five-star customer care.
Read the full Travel Counsellors review or visit the Travel Counsellors website directly.
Kuoni specialises in luxury travel to resorts in exotic destinations, and you told us its high-end holidays are worth every penny.
Customers were impressed with Kuoni’s five-star customer service.
Which? verdict: Kuoni is a top choice for a bespoke getaway.
Read the full Kuoni review or visit the Kuoni website directly.
Travelbag has been a specialist in tailor-made, long-haul travel for more than 40 years.
It received a four-star rating for the overall organisation of its holidays and value for money. Customers were also impressed by the standard of accommodation.
Which? verdict: Travelbag offers good-value and well-organised tailored trips
Read the full Travelbag review or visit the Travelbag website directly.
Despite growing to become the UK’s biggest package tour operator, with flights from nearly every regional UK airport, Jet2holidays has managed to maintain the personal touch.
While you can’t go fully bespoke with Jet2, those who spoke to an advisor to help them choose suitable flights and accommodation that met their needs were extremely impressed.
Which? verdict The most affordable of our Which? Recommended Providers for tailor-made holidays holidays.
Read the full Jet2holidays review or visit the Jet2holidays website directly.
Guy Hobbs, Which? package holiday expert, says:
‘A tailor-made, or bespoke, holiday is usually designed with your exact specifications in mind. You'll discuss your requirements with an adviser, either in person or over the phone, and they'll then create an itinerary just for you, taking into account your preferred destinations, activities, types of accommodation and budget.
‘These flexible packages are suitable for travellers who want to go at their own pace (not in a group), see the sights that appeal to them and enjoy customised experiences, while still enjoying the legal and financial security that a package holiday provides.
‘Because these holidays are unique, they're often more expensive than an off-the-peg option. That said, a good tailor-made tour operator will listen to the level of luxury and comfort you require and try to craft an itinerary that suits your budget.’
If you'd prefer to travel with a group, or don't want to splurge on a luxury tailor made tour, take a look at our recommended Escorted tour providers and Self-guided tour providers.
In August and September 2024, we asked 12,119 Which? Connect panel members and members of the public to complete an online survey about their experiences of booking and going on holiday in the past two years. Our results are based on 19,958 holidays. We only reported on companies in any given category when we received at least 30 relevant responses.
