Holiday booking sites fail to impress after a summer of discontent, Which? survey finds

Holidaymakers are usually better off avoiding booking sites when arranging a holiday and booking direct with a travel provider instead, according to Which?’s latest travel booking sites survey.

Which? surveyed nearly 5,000 members about their experiences with various travel booking sites, broken down into flight booking sites, accommodation booking sites, and travel comparison sites.

The results highlighted a slew of problems with using booking sites – usually presented as a hassle-free way to compare prices and get the best deal when booking a holiday – which have been exacerbated by the pandemic.

Respondents rated sites on a variety of criteria, including the functionality of the site, prices, and transparency of fees, with many sites earning an overall lower score than they did last year.

Flight booking sites fared particularly badly, with some companies proving impossible to contact regarding cancellations and refunds during the UK’s lockdown, and some charging admin fees to process refunds that would have been free if sought directly from the airline.

Netflights received the highest customer score in this category, though still an underwhelming 65 per cent. It was the only flight booking site to score four stars for prices, and fewer than one in 10 customers reported a problem with the website. 

The site only scored three stars for customer service however. When refunds were requested, Netflights said they would ‘normally’ take 45 days to process – considerably longer than the seven-day window within which refunds should legally be processed by airlines for cancelled flights – and that the pandemic was making wait times even longer.

At the other end of the table for flight booking sites was Opodo, which Which? recently recommended passengers avoid booking with, after it left the Atol scheme. It scored a dismal 41 per cent, coming last in the survey for the second year running and scoring only two stars for customer service.

Comparison sites didn’t do much better. The clear frontrunner in this market was Skyscanner, with a customer score of 67 per cent. It was the only comparison site to receive a five-star rating in any of the categories, with customers giving it five stars for the site’s functionality. Meanwhile, Travelocity ranked at the bottom of the table, with a disappointing customer score of 43 per cent, and only managing to achieve two stars in every category.

Accommodation booking sites were rated slightly more favourably. This was the only category where some booking sites managed to receive a customer score of more than 70 per cent, with most accommodation booking sites managing to score four stars in at least one category. 

Airbnb, with a customer score of 75 per cent, was the only booking site to impress customers and the consumer champion enough to receive Which? Recommended Provider status. Despite the huge number of cancellations Airbnb dealt with during the UK’s lockdown, it was still given five stars for customer service, and customers also gave it five stars for its prices. Its free cancellation filter and transparent and upfront refund policies – set by property owners – also impressed Which?, with flexible rebooking and refund options proving invaluable for many in recent months. propped up the bottom of the table in this category for the third year running, scoring just 55 per cent and only mustering three stars across every category. It also received a paltry 46 per cent when it was assessed as a flight-booking site, which taken together, gives travellers little reason to consider using it to book any aspect of their holiday.

Which?’s advice for anyone looking to book a holiday is to book a package holiday with a trusted tour operator, or if that’s not suitable, book directly with the airline or hotel rather than through a booking site. With a few exceptions, you are more likely to get better customer service, better refund options if your travel plans are cancelled, and better prices if you go straight to the travel or accommodation provider. 


Rory Boland, Editor of Which? Travel, said:

“Booking sites have been seen as a hassle-free way to find the best deal on travel or accommodation when booking a holiday, but our survey highlights serious problems, from dodgy refund policies and unwelcome admin fees, to non-existent customer service.

“This year has shown us that nothing can be guaranteed when it comes to booking a holiday, so it’s more important than ever to ensure the company you’re booking with can be trusted with your money. 

“With a couple of notable exceptions, booking sites have let their customers down on this front, so the best way to ensure your money is in safe hands is to book a package, hotel or flight directly, and only with a reputable provider.”


Notes to editors:

  1. Which? surveyed 4,893 members of its online panel between 23rd July and 5th August 2020 about their experiences when using travel booking sites.
  2. Full flight booking site results:
  3. Full hotel booking site results: 
  4. Full travel comparison site results: 
  5. NB: Tables can be reproduced or published if accompanied by a link back to the relevant page on the Which? website – see above or contact the press office to discuss.
  6. While Owners Direct hasn’t been trading since 2018, the company was included as the survey asked about experiences from the past 2 years. 
  7. 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.
  8. 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

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