The Which? Awards recognise brands that deliver strong products and customer service for UK consumers, and this year also considered how organisations responded to changes in consumer needs as a result of the coronavirus pandemic.  

In addition to claiming the top award this year, Trailfinders was previously awarded Which? Travel Brand of the Year in 2019 and is a Which? Recommended Provider. 

This category would normally also cover airlines, UK hotel chains and cruise lines but Which? restricted the focus this year because of the ongoing impact of coronavirus on the travel industry.

Trailfinders - celebrating its 50th anniversary this month - was commended for its promptness in refunding holidaymakers whose trips were cancelled due to the pandemic. 

Anabel Hoult, Which? chief executive, said: “The travel industry has been severely impacted by the pandemic as airspaces were closed and travel restrictions were implemented. Trailfinders responded brilliantly, and promptly refunded customers when many other companies faltered.”