Travellers considering holidays in Croatia may wish to go with smaller, independent operators as they came out on top in a Which? Holiday survey.

While over three quarters of Which? members are happy with the service tour operators provide, bigger does not mean better according to new research by the consumer watchdog.

Which? Polled over 4,500 of its members who voted France specialist VFB Holidays top, awarding it a 94 per cent customer score, and five stars for its customer service, accommodation, overall organisation and any journeys involved in the holiday.

However, big companies like Cosmos, Thomas Cook or First Choice came out at the bottom of customer opinion with reports of unhelpful staff, poor customer service and poor value for money.

Rochelle Turner of Which? Holiday, said: "It’s great to see the small operators doing so well. They have the advantage of being able to offer a more personalised service - something valued by many."

“However, larger tour operators still have an important role to play in offering affordable holidays to families. The vast number of holidaymakers that these companies deal with each year means it may often be harder to provide the attention to detail their smaller rivals can offer.

“Although the larger tour operators performed well in terms of the accommodation they offer, they really need to up their game across the board and give their customers what they expect in terms of quality of service and value for money.”

The survey also revealed that, despite the credit crunch, the amount Which? members spent on a holiday in the last 12 months was considerably more than in 2008 – rising from just under £900 per person to more than £1000 on average.