Which? reveals the UK’s best and worst holiday cottage providers

Smaller providers outshine big name brands for self-catered UK holidays, according to Which?’s first ever survey of UK holiday cottage providers.

As demand for self-catering accommodation in the UK continues to boom as a result of the coronavirus outbreak, new research from Which? has found a number of major brands with tens of thousands of properties fail to compete with small-scale providers on delivering quality accommodation and reliable refund policies.

The consumer champion asked more than 6,500 people about their experiences with 19 UK holiday cottage providers across a range of criteria, including the quality of their accommodation, ease of making a booking, customer service, and value for money. Which? also independently assessed the companies’ approaches to refunding customers whose bookings were cancelled as a result of the coronavirus outbreak.

Big names in the bottom half of the table include Sykes, Hoseasons, Homeaway and Booking.com, which host more than 200,000 property listings between them. Booking.com, Hoseasons and Homeaway all received a customer score 70 per cent, while Sykes sat at the bottom of the table with a score of 69 per cent.

Toad Hall Cottages, with approximately 900 properties, also scored 69 per cent, while Holidaycottages.co.uk, with around 6,000 properties, received a score of 70 per cent.

While some survey respondents spoke of satisfactory experiences with Sykes, other customers told Which? of inaccurate website descriptions, disappointing properties, and issues with cleanliness.

As well as complaints about the standard of some of the properties, there were recurring comments regarding problems with contacting Sykes and unsuccessful attempts to secure refunds for cancelled bookings, with one customer saying: “I am appalled by the way the company has treated those who booked pre-lockdown and then had to cancel. The delay with refunds is not acceptable and I will not use the company again.”

Which? previously revealed that both Hoseasons and Sykes were potentially breaching consumer law as their contracts contained terms that could deny customers a refund if an owner was forced to cancel because of circumstances outside of their control. The consumer champion reported both firms – along with Cottages.com and English Country Cottages – to the regulator.

In June, the CMA successfully received undertakings from both Sykes and Vacation Rentals, the parent company of Hoseasons, Cottages.com and English Country Cottages, to offer refunds for all cancelled bookings because of restrictions associated with the coronavirus outbreak.

At the other end of the Which? survey table, with a customer score of 88 per cent, was The Landmark Trust – a charity dedicated to the conservation of unique historic landmarks. With only 200 properties, The Landmark Trust was the smallest provider in Which?’s survey, but was remarkably the only company to score five stars across every category.

However, the company just missed out on receiving Which? Recommended Provider status, as while it offers refunds or free rebooking options for holidays it has to cancel, it is not automatically issuing refunds to customers who cancel holidays themselves because of coronavirus, or who are unable to take their holidays because of local lockdowns. 

The National Trust received the next highest customer rating, with a score of 85 per cent. Also a charity, the National Trust was named a Which? Recommended Provider on account of its high scores and generous refund policy, giving any customer unable to travel because of Covid-19 a full refund if they do not want to reschedule.

Customers raved about the attractive properties in great locations, with one saying: “We stayed in a house that I had dreamed of stopping in when I visited the Lakes as a young adult. To have my children there with us was magical.”

Forest Holidays also received Which? Recommended Provider status, with a score of 77 per cent. Its refund policy impressed Which?’s travel experts, committing to refunding customers who cannot travel due to local lockdown restrictions, while customers rated the quality of its accommodation and customer service. One guest told Which?: “The facilities in the lodge were first class and everything we required and more was there on arrival.” 

Which? is advising any customers looking to book a staycation in the coming months to check the company’s terms and conditions before booking, and only book with a company that has committed to refunding customers who cannot travel because of Covid-19. 


Rory Boland, Editor of Which? Travel, said:

“With international travel restrictions still in place across the country and bookings for UK holidays extending into next year, it’s clear that self-catered accommodation providers will be in high demand for the foreseeable future.

“While holidaymakers value interesting and well-presented properties at a good price, the importance of fair and flexible terms when it comes to cancellations and refunds cannot be understated. Always do your research before booking, to make sure you’re not stung if coronavirus restrictions prevent your holiday from going ahead.”


Notes to editors:

  1. Which? surveyed 6,537 Which? members and members of the public in June 2020 about their experiences with UK holiday cottage providers.
  2. Full story: https://www.which.co.uk/reviews/holiday-cottage-company-reviews/article/holiday-cottage-company-reviews-aluxM5N5Bhg4 
  3. Video: https://youtu.be/Ek0uK3CqUG4 
  4. Coronavirus: Are holiday letting companies using unfair terms to deny refunds? – https://www.which.co.uk/news/2020/05/coronavirus-are-holiday-letting-companies-using-unfair-terms-to-deny-refunds/
  5. Major holiday lets firm offers refunds after CMA action – https://www.gov.uk/government/news/covid-19-major-holiday-lets-firm-offers-refunds-after-cma-action
  6. In the event of a local or national lockdown preventing you from taking a holiday as planned, Which? believes you should be entitled to a refund for accommodation in England and Wales on the basis that if you went ahead with the booking you would be breaking government guidelines. If your contract doesn’t specify what happens in these circumstances you should be entitled to most, if not all, of your money back; if the terms and conditions exclude refunds in this situation they could be challenged on the basis that they’re potentially unfair.


Full results table:

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.  


Press Release