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18 Dec 2023

Best and worst self-guided tour providers 2024

Thousands of customers rate their experience with self-guided tour providers, with a small family-run firm rated best

Guy HobbsPrincipal researcher & writer

Just one self-guided tour provider in our survey offers five-star customer service - and it's a small, independent operator you may never have heard of.

Inntravel specialises in 'slow holidays' where you can take your time - which is one of the key reasons people choose self-guided tours over group-based escorted holidays. Its focus is on walking holidays, but you can also cycle through Slovenia, snowshoe in Switzerland, chase the northern lights in Norway, or travel through Sicily by train - all at your own pace. Inntravel provides comprehensive instructions and maps to take with you, and a friendly voice at the end of the phone if you get lost. One customer told us its holidays were 'some of the highlights of my life'.

If Inntravel doesn't have what you are looking for, there are several other highly-rated options. You can compare customer scores and prices in the table below and, for extra peace of mind, those companies awarded Which? Recommended Provider (WRP) status guarantee they won't add surcharges in 2024 – so the price won't go up after you book.

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How you rate self-guided tour providers


RECOMMENDED PROVIDER Inntravel	89%	Read full Inntravel review	n/a	n/a	n/a
Trailfinders	82%	Read full Trailfinders review	£135	£217
Hays Travel	80%	Read full Hays Travel review	£98	£150
Virgin Holidays	80%	Read full Virgin Holidays review	£116	£157
Co-Op Travel	77%	n/a	£85	£103

Using the table: In August 2022, we asked 8,361 Which? Connect panel members and the public to complete an online survey about their experiences of booking and going on holiday in the past two years. Star ratings are based on one to five stars. The more stars the better. Sample sizes are in brackets next to each holiday company. n/a indicates we did not receive enough responses to report on a company in that category. WRP stands for Which? Recommended Provider. Average price Based on the median price per day of all holidays taken by survey respondents with the company named. Short-haul destinations are defined as anywhere less than a five-hour flight from London. Customer score Based on a combination of overall satisfaction and how likely people are to recommend the company. Companies with the same customer score are presented in alphabetical order.

What are self-guided tours and how do they work?

Self-guided tours are an excellent option if you want a hassle-free sightseeing or activity trip with a seamless itinerary organised by an expert, but don't fancy group travel.

The tour itself can include anything you like, but the most common types are walking, cycling and sightseeing holidays.

The tour operator usually provides detailed route maps and useful information about the destination, but unlike on an escorted tour, you can travel at your own pace and on your own terms. You'll also have the reassurance that someone else has dealt with all the logistics, from accommodation and transport to equipment hire and luggage transfers.

The provider usually offers an emergency hotline for any problems on the ground. And because these tours are usually sold as an all-inclusive package, you also have legal and financial protection if something goes wrong.

If you'd prefer to take this kind of holiday with a group of like-minded travellers, check our results for the Best and worst escorted tour providers

Inntravel – 89%

Inntravel offers a range of self-guided walking, cycling and activity holidays. Its mainly European itineraries include Andalucia by rail or a drive through the Peloponnese region of Greece

Its customers appreciate the detail and expertise provided in itinerary notes, instructions and maps.

Which? verdict: Inntravel is exceptional for self-guided holidays, with a five-star customer service rating and excellent customer score.

Read the full Inntravel review

How we researched holiday companies

In August 2022, we asked 8,361 Which? Connect panel members and the public to complete an online survey about their experiences of booking and going on holiday in the past two years. We only reported on companies when we received at least 30 responses.