Best and worst tailor-made holiday providers 2024

The top-rated tailor-made holiday provider received the highest customer score we've seen for any holiday company - a staggering 95%.

It's all down to Audley Travel's customer service. It's the only tailor-made tour operator with five stars in this category. That's possibly because all of its agents have travelled extensively in their specialist regions - so they know what they're talking about when it comes to hand-picking boutique hotels, or recommending knowledgeable local guides. 

The whole point of a tailor-made holiday is that your adviser listens to your requirements and then conscientiously crafts a holiday that suits you perfectly. So we'd avoid Best at Travel, which ironically came bottom in this category, scoring a so-so three stars for 'description matching reality'. Clearly some of our survey respondents felt its agents needed to listen more carefully. 

You can compare customer scores for a dozen more tailor-made holiday specialists in the table below, based on the responses of more than 8,000 holidaymakers. For extra peace of mind, all the companies awarded Which? Recommended Provider (WRP) status guarantee that they will not apply surcharges in 2024 – so the price won't go up after you book.

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Best and worst tailor-made travel companies 2024

What is a tailor-made holiday?

A tailor-made, or bespoke, holiday is usually designed with your exact specifications in mind. You'll discuss your requirements with an advisor, either in person or over the phone, and they'll then create an itinerary just for you, taking into account your preferred destinations, activities, types of accommodation and budget. 

These flexible packages are suitable for travellers who want to go at their own pace (not in a group), see the sights that appeal to them and enjoy customised experiences, while still enjoying the legal and financial security that a package holiday provides. 

Because these holidays are unique, they are often much more expensive than an off-the-peg option. That said, a good tailor-made tour operator will listen to the level of luxury and comfort you require, and try to craft an itinerary that suits your budget.

If you'd prefer to travel with a group, or don't want to splurge on a luxury tailor made tour, take a look at our recommended Escorted tour providers and Self-guided tour providers.

Which tailor-made tour operators does Which? recommended?

Audley Travel – 95%

Audley Travel is a luxury tour operator providing tailor-made holidays based around individual preferences and interests.

Audley Travel’s tours to exotic destinations are designed entirely around your personal taste, by specialist advisers who have lived in, or travelled extensively in, the region. Customers were very impressed overall, and Audley scored a full five stars in five out of six categories, including customer service and accommodation.

Which? Verdict: Audley Travel excels at providing tailor-made luxury trips, receiving the highest customer score in any category in our survey.    

Read the full Audley Travel review

Trailfinders – 86% 

Trailfinders is consistently one of the UK’s top tour operators across many different categories of holiday, and it specialises in adding tailor-made touches to your holiday.

Its holiday experts help design the perfect trip, and customers told us they were pleased with Trailfinders’ knowledgeable staff and attentive service.

Which? Verdict: If you’re looking for a tailor-made trip, Trailfinders is one of the best providers. 

Read the full Trailfinders 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.