Revealed: The best UK holiday cottage companies in 2026, according to experts

Consumer champions Which? have rated the best cottage holiday companies in the UK using new data.

The survey found that getaway provider Rural Retreats was the most highly favoured when it comes to booking a break.

After surveying almost 3,000 people on criteria such as range, price and quality of accommodation, the rental company came out on top.

With an overall customer satisfaction score of 87 per cent, Rural Retreats was particularly praised for its high-end stays in peaceful locations.

The company has more than 1,000 properties on its roster, from chocolate-box thatched cottages to spots on the beachfront.

It received a five-star rating from survey responders for its cleanliness and customer service, with special mention given to its welcome hampers.

Not far behind Rural Retreats were The Landmark Trust and National Trust’s cottage offerings, which both scored 86 per cent overall for customer satisfaction.

Conservation charity The Landmark Trust works to restore historic buildings that are in danger of total dilapidation, resulting in a wide-ranging portfolio of everything from medieval longhouses to Gothic follies.

While prices are known to be high, most respondents appeared unphased, citing the provider as ideal for special occasions that were good value for the money spent.

Many said similar of the holiday accommodation provided by The National Trust. While draughty windows and creaky floorboards might feature, responders said they make allowances to stay in the extraordinary buildings.

Which? said that if holidaymakers book far enough ahead with the National Trust, they can stay in cottages just as historic as those in The Landmark Trust’s portfolio but for a more modest price.

The UK’s largest independent holiday cottage company, Classic Cottages, also received a high score of 84 per cent, with customers impressed by its hands-on care and large range of options in the South West of England and beyond.

All four of these companies, which have been given the title of Which? Recommended Providers have relatively small portfolios. The National Trust, Landmark Trust and Rural Retreats have fewer than 1,000 each, while Classic Cottages has slightly more than 1,500.

Comparing this to major providers like Airbnb, which lists more than 400,000 rentals in the UK, the results show that customers award more personalised, well-maintained options.

Airbnb, in fact, only gained three stars for its range of properties in the survey, despite having a large number listed.

At the other end of the table, Vrbo achieved a good customer satisfaction score of 72 per cent, but holidaymakers were less impressed with its services and the range and quality of rentals available.

The best holiday cottage companies in the UK, according to Which?

1. Rural Retreats, 87 per cent (recommended)

2. The Landmark Trust, 86 per cent (recommended)

3. National Trust, 86 per cent (recommended)

4. Classic Cottages, 84 per cent (recommended)

5. Aspects Holidays, 83 per cent

6. Unique Cottages, 83 per cent

7. Dog Friendly Cottages, 82 per cent

8. English Heritage, 81 per cent

9. Cottages.com, 80 per cent

10. Airbnb, 79 per cent

11. Holidaycottages.co.uk, 77 per cent

12. Hoseasons, 77 per cent

13. Norfolk Hideaways, 77 per cent

14. Sykes, 77 per cent

15. Booking.com, 75 per cent

16. Original Cottages, 75 per cent

17. Vrbo, 72 per cent

Read more: 25 best self-catering cottages in the UK for countryside and beach staycations