Research finds majority of Brits making simple car hire error

New research has found that price remains the top priority when it comes to car hire – and that’s an attitude that has insurance experts worried.

A survey¹ carried out by insurance4carhire reveals that a reasonably priced vehicle is the number one attraction for the majority of Brits (57%) when renting a car.

But insurance4carhire’s Sean Doolan warns that such a price-fixated approach can backfire.

“The cheapest deal isn’t always the best,” he explains. “While anyone looking to hire a car wants to get a good deal, concentrating on price alone could see you faced with unexpected charges later on.

“Low-cost rentals can mean hidden fees, poor customer service or inconvenient locations. Ultimately, cutting corners and not doing your research could cost you more in time and stress.”

Positive car hire experience factors

To underline Sean’s advice about avoiding hidden charges, the research discovered that one in three Brits (33%) regard an all-inclusive price as an important part of a positive car hire experience.

Similarly, one in five respondents (20%) are looking to rent a vehicle that is covered by an insurance policy featuring no excess, and one in seven (14%) are swayed by companies including extras such as an additional driver or a child seat for free.

Arrange car hire excess insurance in advance

If your insurance policy does include an excess, arranging car hire excess insurance in advance of your trip can help to provide peace of mind, allowing you to reclaim excess charges or repair costs if your hire car is damaged or stolen.

“While it may be tempting and convenient to wait until you’re at the rental desk before buying car hire excess insurance,” says Sean, “you could save money and find a policy more suited to your needs by arranging your insurance before you travel.”

1. The survey of 250 UK drivers aged 18 and above was carried out via Toluna on 25 August 2026.