Which? magazine looks at the UK’s best and worst hotel chains

Links on Head for Points may pay us an affiliate commission. A list of partners is here.

I was sent a copy of Which? Travel magazine this month because I’m quoted in it.  I very rarely see it otherwise since it is a subscription-only title.

The November issue includes the annual Which? Travel reader survey into the best and worst UK hotel chains.  The results are not hugely surprising but they still make interesting reading.

The methodology, based on reader votes, is complex so I’ll just focus on the overall ranking.

The winner was Premier Inn with 79%.  This is fine by me – I have written before on HFP about how impressive I find Premier Inn on the odd occasions when I need to use them.

Hilton Garden Inn comes second but with only eight UK properties doesn’t really mean much.  Third was Fuller’s Hotels with 75% – a chain I have never used.

Non-UK based readers may be surprised to see Crowne Plaza in 5th place, but the quality of their UK hotels is far higher than you would find in the USA.

Other brands I like – Renaissance, DoubleTree, Hampton and Radisson Blu Edwardian – also do well.

Premier Inn Which? Travel

But what about the bottom of the list?

Of the 32 large chains covered, there is no prize for guessing who comes bottom.  Not only does this chain come last, but it comes last by a whopping margin of 22% from its nearest competitor.

Yes, step forward Britannia Hotels.  Despite having 60 hotels they can’t manage an overall score of more than 35%.  The 2nd worst chain (Old English Inns) manages 57%.

The biggest surprise in the bottom 12 is Hilton, although there are some exceptionally ropey regional properties out there.  Mercure was also a surprise near the bottom although I am biased because the one I see most often is the exceptional Sheffield hotel.  It is less of a surprise to see easyHotel, Park Inn, Thistle and Travelodge down there.

PS.  If you can get hold of a copy, there is also an interesting story about shrinking hotel rooms.  The Which? Travel team visits a London hotel with a 5 sq m room (of which the bedroom is 3 sq m – the single bed touches the wall on both sides) and apparently some easyHotel UK rooms are 6 sq m.  Z Hotel in Soho has 8 sq m rooms which are, impressively, 50% more expensive per square metre than booking a suite at The Ritz ….

(Want to earn more hotel points?  Click here to see our complete list of promotions from the major hotel chains or use the ‘Hotel Promos’ link in the menu bar at the top of the page.)

SPECIAL OFFER: Get 5,000 to 10,000 EXTRA sign-up miles with the Virgin Atlantic credit cards!
American Express launches a generous spend bonus for Gold and Platinum cardholders

Click here to join the 14,500 people on our email list and receive the latest Avios, miles and points news by 6am.

Amazon ad
AMEX Gold 20,000 bonus points
About Head for Points

We help business and leisure travellers maximise their Avios, frequent flyer miles and hotel loyalty points. Visit every day for three new articles or sign up for our FREE emails via this page or the box to your right.


  1. Shoestring says:

    Malmaison scored pretty much equal on points with PI a year ago, where is it this year?

    They run very keen offers if you book well ahead.

    • Yes, where is Malmaison, Rob? It’s one of the best chains in the UK

      • Malmaison is not on the main list because it has too few hotels (it is weird – Hilton Garden Inn only has 8 and is on the main list, because the list is based on hotels owned by the broader group). It scores 70% which, if transferred to the main list, would put it 10th. 70% is the same as Radisson Blu and HI Express.

        Whilst they were very well regarded in their prime, I hear less about them these days and there are few openings – I don’t know if the chain has stopped investing or not, or whether the existing hotels are going down the tube. Malmaison and Hotel du Vin are now owned by a Singaporean long stay apartments group.

  2. I still can’t figure out why Britannia buys large hotels in generally good (or at least convenient) locations and just lets them rot. Seems like a no-brainer to spend at least a little on refurb.

    • Their hotel in Coventry is a prime example of this. One of only two or three hotels inside the ring road, it’s an ugly concrete monstrosity on the outside, and worse on the inside.

  3. Echo the sentiments about Hilton, with Diamond status it beats PI hands down, and I’m guessing that regular travellers mostly go back to Hiltons that they like rather than the random selection that Which? will have taken.
    PI is good – but in London it’s expensive – you don’t get rooms for £35 LOL.

    I also treat Which? with a pinch of salt – they rely on sensational stories to get their readers, it’s not necessarily a representative sample. Be interesting to see how Which? come out on a review of review sites 🙂

    • Genghis says:

      I’m not so sure. I’ve stayed at some dive Hiltons in the UK even as Diamond and they’re still dives. Just a bigger dive of a room. I’ve still got an offer of a free weekend stay at Hilton Leeds which I’ve still not taken them up on as it’s a rubbish hotel; great kippers at breakfast though.

      • Andrew L says:

        The Doubletree in Cheltenham is a horrible hotel.

        • We stayed there once and were upgraded to a suite… it was nice enough for a cheap stay using points. Would be happy to stay again if we get the same room for a similar price

      • Fair enough. I do tend to go back to properties I like, Hilton Wembley for example is very good with a great lounge, and often ridiculously cheap and easy to access on Met line. Likewise DT Tower of London, but agree, there is more variation than with PI.

    • RussellH says:

      Overall I have not been a fan of Which? either.

      I suspect that they are fine when it comes to hardware – washing machines, ovens, vaccuum cleaners and so on where the methodology is clear and non-controversial.
      But for something like hotels, which is always going to be much more subjective and, potentially, dependent on the mood of the staff at the time you visit, coming up with rankings that Which? is so keen on that are meaningful is much more difficult.
      As others have pointed out Premier Inn is very boringly consistent (although even there things inevitably go wrond sometimes) while other chains, particularly Holiday Inn and Hilton can vary enormously.

  4. An interesting read. I just checked out the full report on Which as there was no mention of Holiday Inn Express in the article. Having stayed in quite a few of the different chains over the last few years I’d generally agree with the ratings for those that I’ve experienced. However, I’m a little surprised at the rating for HIX in terms of ‘value for money’ – I’ve never paid anywhere near £80 for one of their rooms and breakfast is included in the room rate (as opposed to Premier Inn). Also, whenever I’ve looked for hotels I’ve nearly always found that PI are more expensive than HIX hotels in the same area!

    • Andrew L says:

      From my experience, Holiday Inn Express isn’t a patch on Premier Inn & although they offer a free breakfast, I wouldn’t wish those cheap nasty sausages & powdered scrambled egg on my worst enemy!!

      • I avoid their sausages (and let’s face it, most chains of a similar quality have pretty poor quality bangers) but their breakfast offering overall seems to have improved recently with a better range of options available. A couple of Premier Inns I stayed at boasted breakfast ‘cooked to order’ and you order from a menu, but what’s turned up on the table has quite clearly been pre-cooked food slapped on a plate from a hot storage unit in the kitchen instead of a buffet area. Premier beds are more comfortable but HIX bathrooms I’ve found to be better specified.

  5. As a Hilton Gold what breakfast would 2 adults and 2 children get at the Hilton Gatwick ?

  6. Stayed in a Britannia hotel in Bournemouth – the room ceiling fell in overnight, so I was moved to another where the heating was stuck on… during a heatwave. Made Fawlty Towers look aspirational

  7. 5 sqm? Ohhhh we used to DREAM of livin’ in a corridor! Woulda’ been a palace to us. We used to live in an old water tank on a rubbish tip. We got woken up every morning by having a load of rotting fish dumped all over us!

    How the other half live.

  8. Used the Premier Inn when in Plymouth in July. The place was a building site, and the aircon was switched off (a fact that the website and booking process failed to state). It was unbearably hot in the room, and I couldn’t sleep. I complained to the receptionist, who ignored my complaint. I also used their web-based complaints portal AND responded to their feedback email. After three weeks of no response, I posted a negative Tripadvisor report. This was the only time they responded (on Tripadvisor). A response which was mostly nonsense and lies.

    • Did you try doorstepping their head-office?

      I admit to being terrible when it comes to complaints. A telecoms company failed to sort out a fault on my elderly parent’s line for 2 weeks despited repeated daily calls. All it took was for me to “shadow” someone through the pass doors at their head office and find my way to the executive floor and knock on doors. Within one hour an engineer was on site at their house.

      Likewise with another complaint, didn’t take much effort to work out where the CEO lived and how they travelled to work. Cornered them on the train one morning, and had a very one-sided conversation about the quality of their customer service. Funnily enough, their customer service team was suddenly very interested in resolving the problem.

  9. There are some really nice Crowne Plazas in the US as well: had a great stay (on points) at the Denver City Centre one where we got upgraded to a junior suite!

    Closer to home, the one at Birmingham Airport/NEC is excellent, and could teach other IHG properties a thing or two about how to treat elites (got free breakfast, car parking, and upgrade to a junior suite).

  10. Christian says:

    It’s all subjective really… I stayed in the easyHotel in Birmingham for £19 and based on that I certainly wouldn’t rate it one of the worst chains. For the value, it was one of the best.. friendly staff, modern rooms and excellent cleanliness.

  11. Smallest room I’ve been in recently was the Doubletree West End – single bed room barely had enough space to take the ironing board out. And there was a dead pigeon caught in the netting outside my window. And my friends think that travel for work is all luxury…

    • To my surprise, the largest UK room I have stayed in was Holiday Inn Mayfair – and friends there had a good sized room too.
      It seems to be hit & miss wherever you go. A H10 in Barcelona gave us a tiny room with steps in it! We complained and got a very good replacement twice the size.

Please click here to read our data protection policy before submitting your comment.