UK hospitality venues could be losing up to £491.8 million a year because of poor or poorly maintained toilet facilities, according to new research commissioned by hygiene and health firm Essity, which owns global washroom brand Tork. The findings show that toilet standards directly influence customer spending, online reviews and the likelihood of repeat visits.
Customers spend more when toilets exceed expectations
A survey of 5,010 consumers found that people spend an average of £4.50 more per visit when toilets surpass expectations, for instance by being well stocked with toilet roll, soap and sanitary products. Improving facilities could bring in up to £98 million in extra takings for restaurants, £63.5 million for hotels and £61.8 million for pubs. Combined with cinemas, gyms and museums, the total potential revenue boost is put at £491.8 million nationwide.
The study also polled 1,000 managers across the hospitality, leisure, entertainment and travel industries. It found that 69% of venues are not meeting customer expectations. Specifically, 14% of managers acknowledged they do not adequately cater for women during their periods, while 22% said they lacked confidence that their facilities support guests with sensitive skin conditions.
Managers flag gaps in accessibility provision
Meanwhile, 19% said they were uneasy about supporting people with incontinence, and 15% were unsure their toilets accommodate visitors with restricted mobility. Managers also flagged shortcomings in provision for neurodivergent visitors (21%) and those dealing with anxiety or sensory challenges (23%).
For 86% of adults, "inclusive hygiene" - comfortable, accessible toilets regardless of health status, ability, neurodiversity or age - is important to their overall experience. Nearly half (48%) said they would leave a negative review should washroom standards fall short.
Business impact and operator awareness
James Cartwright, spokesperson for Essity, which recently published The Inclusive Hygiene Playbook to help venues improve accessibility, emphasised the commercial impact: "Washrooms are a critical part of customer experience." He added: "Our research shows when customers face hygiene barriers in washrooms, they are less likely to return, recommend the venue or spend as much during their visit.
"But the good news is that by taking a broader view of hygiene, businesses have an opportunity to create more welcoming environments for all customers and this leads to an increased amount of time spent by customers in a venue, an increased average spend, repeat visits and positive online reviews, and all of this ultimately grows profits."
The research also revealed that 68% of those surveyed have chosen not to use a venue's bathroom because it did not meet their needs. Primary reasons included poor cleanliness (79%), no toilet paper or hand-drying facilities (56%) and not enough privacy (26%). Nearly a quarter (23%) of venue operators reported receiving negative online reviews or social media feedback regarding their washrooms over the past year.
While just 56% of operators were aware of the concept of inclusive hygiene prior to the survey, 77% now regard it as a major priority. Hannah Hart, head of philanthropy and partnerships for Crohn's and Colitis UK, said: "For many people living with Crohn's or Colitis, access to a toilet isn't simply a matter of convenience.
It can be the difference between feeling confident enough to go out and enjoy a meal, meet friends or spend time with family, and staying at home because the worry feels too great. When you live with the urgent and unpredictable symptoms of these conditions, knowing there's a clean, accessible toilet available can make a huge difference.
It gives people the confidence to get out and enjoy everyday life. Good toilet facilities don't just improve the customer experience, they help people feel welcome and included. And when more people feel able to visit restaurants, cafés, pubs and other venues, that's good news for hospitality businesses too."
