Almost two thirds (64%)¹ of UK adults who hire cars usually book with a well-known international rental company, while 64%¹ also say they are willing to pay more for a brand they trust, according to new Opinium research¹ commissioned by iCarhireinsurance.com, a leading provider of car hire excess reimbursement insurance.

The findings suggest many travellers perceive larger rental companies as offering greater peace of mind. Nearly two-thirds (62%) feel better protected as consumers when booking with a large international rental company, while almost one in four (23%) always hire from the same company. More than one in five (22%) say they would avoid using a smaller independent rental business altogether.

Ben Wooltorton at iCarhireinsurance.com said: "Even well-known rental companies can be the subject of disputes over damage charges or extra fees. If you do end up querying a charge with the rental company, it helps to know you have somewhere to go - yet our research shows fewer than half (44%) of motorists know where to turn."

If a charge can't be agreed with the rental company directly, UK residents hiring in Europe can refer the dispute to the European Car Rental Conciliation Service (ECRCS) provided the rental company is a member, so it's worth checking before you book. Many of the largest international brands participate, including Avis, Alamo, Budget, Dollar, Enterprise, Europcar, Firefly, Hertz, Maggiore, National, Sixt and Thrifty.

Ben Wooltorton continued: "Using a well-known rental brand doesn't mean you can’t still shop around. Compare prices across different providers and, where free cancellation is available, keep checking the prices before you travel as rates often change.

“Another easy way to reduce costs is to buy excess protection before you travel rather than at the rental desk. Rental companies charge an average of £242 a week for excess cover², according to our 12-country 2026 costs study², whereas buying a standalone excess reimbursement policy from a specialist provider such as iCarhireinsurance.com offers European policies from £33.15³ for a week, including cover for accidental damage, theft, tyres and windscreens. Annual policies start from £41.99³."

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. Respondents were asked how strongly they agreed or disagreed with the statement: "I'm willing to pay a bit more for a hire car from a brand I trust"; 64% agreed.

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.