Go compare elsewhere: Which? reveals best & worst travel comparison sites

GoCompare has been rated the worst travel comparison site, with users panning it for poor functionality and high prices, according to a new Which? survey.

The consumer champion asked more than 2,200 holidaymakers to rate their experiences using holiday comparison sites over the last two years in a range of categories, including user-friendliness, price and market coverage.

GoCompare – which uses third parties for its flight and hotel searches – came bottom of the survey with a poor customer score of only 45 per cent.

As well as raising issues with functionality and high prices, users also criticised the site for its poor market coverage and whether users were shown prices for all major booking sites.

Skyscanner was rated the best comparison site for flights, with a score of 69 per cent. It was also the only site to score four stars for value for money.

Tripadvisor came second overall and was top of the list for hotel comparison. It received a consistent three stars across all categories in the survey.

Customers said they liked being able to compare prices for a hotel and read customer reviews side by side.

However, earlier this year Which? Travel warned holidaymakers to take these reviews with a pinch of salt after finding evidence that suspicious reviews were artificially raising the profile of some of the highest-rated hotels on the site.

In a separate snapshot investigation, Which? Travel also pitted the seven most used flight comparison sites against each other to see which consistently found the best price.

Skyscanner produced the cheapest price six out of 10 times. Google Flights, however, found the cheapest fare just once. It also found the most expensive fare three times.

For a last-minute return flight to Krakow – voted Which? Travel’s best destination for a city break – Skyscanner was at least £60 cheaper than any of the competitors Which? checked.

When it came to hotel comparison sites, Kayak sourced the cheapest deal in six out of 10 hotel searches, although the savings were relatively small in most cases.

TravelSupermaket came second, finding the cheapest price on four out of 10 occasions – although it also had the most expensive rates on four occasions.

Rory Boland, Which? Travel editor, said:

“Holidaymakers are known to spend hours and sometimes days looking for the best hotel rates and the best airfares, so for many of us, travel comparison sites are the first port of call.

“There are really only one or two sites you should consider using though if you want to save yourself both money and time.”


Notes to editors:

Which? members were asked about their experiences of researching and booking flights and hotels online in the past two years. Results are based on 6,407 experiences. In September 2019, 20 scenarios were chosen to compare prices for the most-used flight and hotel comparison sites.

In Sept 2019, a Which? Travel investigation found that TripAdvisor was failing to stop a flood of fake and suspicious five-star reviews from artificially boosting the ratings of some of its highest-ranked hotels

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