
The consumer champion invited more than 12,000 travellers to rate their experiences of package holiday providers.
It received ratings for almost 20,000 holidays, with the results broken down by the type of break, including city breaks, solo trips, and beach and resort holidays.
Companies were rated on six key criteria – customer service, standard of accommodation, how well the description matched the reality, organisation, transport to and from the destination, and value for money. A customer score was calculated based on overall satisfaction and likeliness to recommend.
The best holiday providers
Trailfinders and Jet2holidays both gained an unprecedented number of recommendations this year, securing 12 Which? Recommended Provider endorsements between them across various categories.
Trailfinders topped the table in the beach and resorts category with a customer score of 87%, followed by Kuoni (83%), Jet2holidays (82%), Olympic Holidays (82%) and Beachcomber Tours (81%).

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Trailfinders scored five stars for customer service and organisation, with respondents expressing their satisfaction with the personal standard of care. Its holidays are all booked via direct contact with an adviser, whether in person, over the phone or via virtual consultations.
Trailfinders also scored four stars for accommodation, how well the description matched the reality, and transport to and from the destination. Almost uniquely, according to Which?, Trailfinders keeps customers’ money in a trust account until they return from holiday in case an airline or provider goes bust, adding an extra layer of protection.
In second place was luxury holiday specialist Destination2.co.uk. It received a five-star rating for customer service, and four stars for the quality of accommodation, how well the description matched the reality, organisation, and value for money.
Kuoni took third place, with a customer score of 83%. The luxury holiday company received a five-star rating for customer service and organisation, as well as four stars for accommodation, description matching reality and transport to and from the destination.
Jet2, Olympic and Hays were close behind, all tying with a customer score of 82%, followed by Beachcomber Tours on 81%.
At the other end of the beach and resorts table, eDreams was in last place with a customer score of 63%, followed by Loveholidays and Club Med, which tied on 69%.
Rory Boland, editor of Which? Travel, said: “Holidaymakers should be able to rest easy knowing their travel company will deliver a great holiday and excellent customer service, and our Which? Recommended Providers do exactly that, meaning consumers can book with confidence.
“All of our Which? Recommended Providers have also guaranteed that they won’t charge customers extra if costs rise after they book, meaning that travellers can have peace of mind that the advertised price is all they’ll pay.”