Best and worst travel price comparison sites revealed

Travel comparison websites are a great way to save money on holidays, however, it seems some are better than others

By comparing flights from all different airlines, as well as hotel and even hire car packages, these sites uncover the cheapest tickets on offer. However, it seems some websites are better than others when it comes to helping customers bag a budget holiday.


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By taking into the experience of 2,200 UK holidaymakers and their experience with travel comparison websites on offer to them, Which? discovered one website which is raking in the savings for customers.

However, the survey also dubbed one low-performing website “the worst” of the bunch.

GoCompare was ranked the least helpful of all of the travel comparison websites analysed, with users critiquing it for poor functionality and high prices according to the survey.

The website, which utilises third parties for its flight and hotel searched, came bottom of the websites analysed.

Customers scored it just 45 percent, also drawing attention to “poor market coverage and whether users were shown prices for all major booking sites”.

It found that 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 – the consumer champion says Skyscanner was at least £60 cheaper than any of the competitors it checked.

When it came to hotel comparison sites, Which? found Kayak sourced the cheapest deal in six out of 10 hotel searches, although it says 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.’

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

Which? 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 customer score of 45%.
Users criticised the site for its poor market coverage and whether users were shown prices for all major booking sites.

A spokesperson for GoCompare said: ‘As pointed out by Which?, while we specialise in areas such as car and home insurance, we use third party providers for other services which appeal to our customers.

We are disappointed by the results of Which?’s research and will be looking over the results to understand where we can improve these services to give people the best experience possible when using GoCompare.

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