A third (34%) of UK adults who hire cars have experienced a ‘hard sell’ from sales agents when collecting their vehicle, according to new Opinium research¹ commissioned by iCarhireinsurance.com, a leading provider of car hire excess reimbursement insurance.

More than two thirds (71%) believe sales agents pressure customers into buying additional extras at the rental desk, while seven in ten (70%) say customers are pressured to buy excess protection. More than one in five (29%) say they have even been told they had to buy the rental company's excess protection.

Despite this, two thirds (66%) say they feel confident they can avoid the hard sell at the rental desk.

If a hire car is damaged or stolen, drivers can be liable for an excess of more than £1,700².

Having excess protection is important, but the cover sold at the rental desk is often significantly more expensive than standalone reimbursement insurance purchased in advance from a specialist provider, like iCarhireinsurance.com. A recent cost comparison study found drivers could save more than £200² by arranging excess reimbursement cover before they travel.

Rental companies charge an average of £242² a week for excess cover, compared with £33.15³ for an eight-day European excess reimbursement policy from iCarhireinsurance.com, which covers damage, theft, tyres and windscreens. Annual European policies start from £41.99³.

Ben Wooltorton of iCarhireinsurance.com said: "Dealing with the hard sell at the rental desk can be difficult, particularly after a long journey when you just want to collect the keys and start your holiday.

"Having excess protection is very important, but the cover sold at the rental desk are often much more expensive than standalone policies bought before you travel. Taking a few minutes to arrange excess reimbursement insurance in advance could save you hundreds of pounds."

He added: “If you don’t buy the rental company’s excess protection, you’ll need to allow them to hold the excess or deposit during your rental, even if you have a policy from another provider. This is the same with most hire car companies but be aware that many only accept a credit card, not a debit card or cash, so it’s worth carrying a spare credit card to avoid using up your holiday spending money.’’

Ben Wooltorton also advises travellers to take a few simple steps to avoid other unnecessary costs: "Bring your own child's car seat if possible, use your own sat nav or smartphone instead of hiring one, and think carefully before paying for an additional driver. It's also a good idea to take clear photographs of the car when you collect it and again when you return it. A little preparation before you travel can save you hundreds of pounds and help avoid disputes later."

Sources

¹ Opinium online survey with 1,000 adults who have hired a car in the UK or abroad took place between 16 - 23 March 2026.

² iCarhireinsurance.com surveyed the costs for a week’s car hire and extras (such as excess protection, car seats, sat navs and extra drivers) from 25 July to 1 August 2026 in 12 countries ( Australia, Croatia, France, Germany, Greece, Italy, Portugal, Spain, Switzerland, Turkey, the UK and the USA). Prices were checked across six major rental companies - Avis, Budget, Enterprise, Europcar, Hertz and Sixt.

It found that rental companies charge on average £242 per week for excess cover (£208 for super damage waiver and £34 for tyre and windscreen waiver cover).

³ 33.15 based on a 30-year-old UK resident buying an 8-day single-trip car hire excess policy from iCarhireinsurance.com for use in Europe. £41.99 annual price is based on a UK resident aged between 30-85 purchasing an excess Europe annual policy excluding in-country (UK) cover.