Britannia ranked UK’s worst hotel chain for tenth consecutive year

Which?’s annual survey has ranked Britannia as the UK’s worst hotel chain for the tenth year in a row.

The consumer group's rankings were based on almost 4,500 hotel stays, with respondents invited to rate their experiences at 35 brands across 10 categories, including cleanliness, bed comfort, food, customer service and value for money.

Guests awarded Britannia two stars across every category, including cleanliness, food, and value for money, and it achieved an overall customer satisfaction score of 56%.

As many as 28% of those who stayed at a Britannia hotel reported an issue with their stay, with over half of those (54%) noting issues with cleanliness. Plumbing concerns such as faulty toilets and lack of hot water were also common, with one in five (19%) of those who encountered an issue reporting a complaint of this nature.

Mercure and Jurys Inn/Leonardo Hotels both earned a customer satisfaction score of 58%.

At the top of the table once more was Premier Inn, with a customer score of 78%. Rated five stars both for cleanliness and how well the description of the rooms lived up to expectations, guests also appreciated the comfort of the beds, customer service and wi-fi facilities on offer, awarding these four stars.

However, despite being the second cheapest chain in the table, analysis by Which? found that an average night’s stay at the brand has risen by 35% compared with 2021 – significantly more than the national average (21%), and guests awarded it just two stars for value for money.

Travelodge, the cheapest chain in the survey with an average room rate of £78, was also rated just two stars for value for money. The chain scored one star for food and drink, and just two stars for the bedrooms, bathrooms, customer service, communal facilities and how well the description of the rooms matched the reality.

Among small hotel chains, Warner Hotels came up trumps, with a customer score of 77% and five stars for cleanliness, quality of the bedrooms and how well the description matched the experience. Although one of the pricier hotel chains assessed, with an average room rate of £173 per night, it scored four stars for value for money, with multiple guests commenting that the inclusion of entertainment, breakfast and dinner made the stay worth its higher price tag.

Malmaison also fared well among smaller chains, with a customer score of 76%. Guests gave it five stars for cleanliness, quality of the rooms, and how well the experience lived up to the description.

Guy Hobbs, editor of Which? Travel, said: “With a decade of dismal reviews cementing its place as one of the UK’s worst hotel chains, our results suggest that Britannia should be avoided at all costs.

“With the average price of a UK hotel stay now costing a fifth more than it did last year, travellers want to be sure they are getting the best possible experience for their money. Our results show that price isn’t necessarily an indicator of quality and many respondents reported fantastic stays with brands including Premier Inn and smaller chains like Warner Hotels.”