Substandard toilets are costing UK venues up to £491.8 million a year, as unhappy customers spend less and leave negative reviews, according to new research from hygiene and health firm Essity.
Toilet standards hit spending and ratings
The Essity Inclusive Hygiene Report, based on a survey of 5,010 consumers, found that people spend an average of £4.50 more per visit when toilets exceed expectations, such as 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.
Venues fail to meet expectations
The study, which also polled 1,000 managers across the hospitality, leisure, entertainment and travel industries, found that 69% of venues are not meeting customer expectations. Among managers, 14% admitted they do not properly cater for women during their periods, while 22% said they were not confident their facilities support guests with sensitive skin conditions.
Meanwhile, 19% said they were uneasy about supporting people with incontinence, and 15% were unsure their toilets accommodate visitors with restricted mobility. Managers also highlighted gaps in facilities for neurodivergent guests (21%) and those experiencing anxiety or sensory difficulties (23%).
Customers avoid poor washrooms
The OnePoll research found that 23% of venues run out of toilet roll every day, while 19% regularly run out of paper towels. By contrast, 86% of adults said inclusive hygiene — comfortable, accessible toilets regardless of health status, ability, neurodiversity or age — is important to their experience, and 48% said they would leave a negative review if washroom standards were poor.
James Cartwright, spokesperson for Essity, which recently published The Inclusive Hygiene Playbook to help venues improve accessibility, said: "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."
The research also found that 68% of respondents have avoided using a venue's washroom because it failed to meet their needs. Key reasons included poor cleanliness (79%), missing essentials such as toilet paper or hand-drying facilities (56%) and a lack of privacy (26%).
Inclusive hygiene becomes a priority
Almost a quarter (23%) of venue operators said they had received critical online reviews or social media comments about their washrooms in the past year. While only 56% of operators were familiar with the concept of inclusive hygiene before the survey, 77% now say it is a major priority.
Hannah Hart, head of philanthropy & partnerships for Crohn's & 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." She added: "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."
