Lesser-known, Spanish hotel brands Iberostar, Paradores and Riu top Which?’s ranking of the 37 best hotel chains for 2024, according to research conducted by the consumer protection agency, revealing that smaller, family-owned brands are winning out over established brands on the global hotel scene.
The survey involved 2,000 members who were asked about their experiences of staying in international hotel brands in the past year and asked to rate their stay with five stars based on 10 criteria, including cleanliness, bed comfort, customer service and value for money.
Customer scores were calculated based on overall satisfaction and likelihood to recommend the brand.
Iberostar, Paradores Hotels and Riu tied for first place with customer ratings of 85%, with Which? revealing that all three hotels were awarded the prestigious Which? Recommended Provider award, while Iberostar and Paradores Hotels also achieved the Great Value label.
The consumer protection champion adds: “Iberostar’s hotel empire, originally founded by a family of artisan shoemakers from Mallorca, now has more than 100 four and five-star hotels in Europe, Africa and the Americas. Beachfront, all-inclusive hotels are at the core of its portfolio, with activities such as yoga and paddle boarding, as well as poolside cocktails, included in the price.”
Riu proved “equally impressive”, with Which? commenting: “Another family-run business that started in Majorca also received a number of five and four star ratings, including five stars for its locations, which range from a private island in the Maldives to a saltwater lagoon filled with exotic birds in Gran Canaria. The food and drink also impressed, with five stars awarded for the high quality buffets and speciality restaurants offering everything from steak to sushi. At every point, respondents spoke enthusiastically, describing the stays as ‘wonderful’, ‘exceptional’ and ‘excellent’.”
Paradores, meanwhile, “proved to be the best choice for a cultural stay in Spain”, with Which? highlighting: “These state-run hotels are located in some of the country’s most grand and historic buildings, with accommodation available in unique buildings such as restored castles, palaces and even monasteries. ‘Although their prices can vary depending on location, we found excellent historic properties in Paradores’ portfolio for as little as £100 per night,earning them a Great Value rating’.
The brand received an impressive array of five and four star ratings, with holidaymakers praising the “excellent service, great food and fantastic buildings”.
Other top-rated brands that achieved Which? Recommended Provider status included Relais & Chateaux, with a customer rating of 84%, Pestana and Leading Hotels of the World ,tied at 83%, and Melia Hotels, with a customer rating of 80%. Logis Hotels (81%) received the Great Value mark, with an average price per night of just £108.
The other side
According to Which?’s research, famous brands “are not always trusted to deliver the best experience”, with four Hilton-owned brands in the second half of the table, along with Wyndham, Holiday Inn and Ibis Budget.
At the other end of the table, the Campanile chain – a common choice near airports, motorways and various city centres across Europe and beyond, and widespread in France – is in last place with a score of 57%.
Revealing the findings of the research, Which? comments: “On average, a double room costs £64 – one of the cheapest average room rates of the companies surveyed – but despite its affordable prices, the chain only received two stars for value for money. It received, officially, just two stars in other key categories such as cleanliness, bathrooms, bedrooms, common areas and decor, with one respondent saying the rooms were ‘basic’.”
However, the brand is not universally disliked, with one respondent saying it “offered what the description said” and another stating that its accommodation “is ideal for an overnight stay”.
Hampton by Hilton is the second lowest rated brand, with a customer rating of just 58%, while Doubletree (61%), Hilton Garden Inn (62%) and Hilton (68%) are in the second half of the table.
Which? reveals: “Hampton by Hilton received just two stars in five of the ten categories assessed, including value for money, bathrooms, food and drink, public areas and decor, and how well the description matched the reality. One respondent reported that the hotel he stayed in was “generally sub-standard”, while another said the food was “relatively basic and poor”. However, the brand performed better in other areas, including a four-star rating for the cleanliness and comfort of the beds, with one guest describing his room as ‘clean and comfortable’.”
Behind Hampton by Hilton and third from the bottom is Wyndham, with a 60% customer rating.
“The brand received its lowest rating, just two stars, for food and drink, with one customer describing breakfast as “basic” and another complaining of a “noisy, crowded dining room”. It received a mix of three and four stars in the other categories, including four stars for cleanliness, bed comfort and bedrooms,” Which? highlights.
Rory Boland, editor at Which?, said: “Our research found that smaller and family-owned brands often beat the most well-known names when it comes to delivering great holidays, with Spanish brands dominating the top of the table.”
