The UK hospitality industry could be missing out on nearly half a billion pounds in revenue due to unclean or unsuitable toilet facilities, according to a new report by hygiene company Essity. Survey data from 5,010 consumers indicates that washrooms exceeding expectations by offering enough toilet paper, soap, period products, and accessible features encourage visitors to spend an average of £4.50 more per visit.
Potential Revenue Boost Across Sectors
Upgraded facilities could generate up to £98 million in additional revenue for restaurants, £63.5 million for hotels, and £61.8 million for pubs. Combined with cinemas, gyms, and museums, the total potential revenue boost reaches £491.8 million across the UK.
The research, commissioned by Essity (behind global washroom brand Tork), also surveyed 1,000 managers across the hospitality, leisure, entertainment, and travel sectors. The survey revealed that 69% of venues currently fail to meet consumer washroom standards.
Gaps in Manager Provision
Specifically, 14% of venue managers admit they do not adequately cater to women having periods, while 22% lack confidence that their facilities accommodate guests with sensitive skin conditions. Furthermore, 19% expressed concern over supporting individuals with incontinence, and 15% were uncertain if their restrooms accommodate guests with limited mobility.
Managers also noted gaps in provision for neurodivergent visitors (21%) and those with anxiety or sensory issues (23%). According to the OnePoll data, 23% of venues run out of toilet paper on a daily basis, and 19% frequently run out of paper towels.
Consumer Impact and Reviews
In contrast, 86% of adults said that inclusive hygiene—providing comfortable, accessible washrooms regardless of health status, ability, neurodiversity, or age—is a key factor in their review of a venue, and 48% reported they would post a negative review if conditions were unacceptable.
The consumer research highlighted 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 essential supplies like toilet paper or hand-drying tools (56%), and lack of privacy (26%).
When faced with uncomfortable facilities, 80% of respondents would refrain from bringing guests with physical or mobility needs, 77% would discourage family and friends from visiting, and 71% would leave the venue earlier than planned. Nearly a quarter (23%) of venue managers reported receiving negative online reviews or social media feedback regarding their washrooms over the past year.
Although only 56% of managers were familiar with the concept of inclusive hygiene prior to the survey, 77% now consider it a high priority.
Expert Commentary
James Cartwright, spokesperson for Essity—which recently published The Inclusive Hygiene Playbook to help venues improve accessibility—emphasized the commercial impact: “Washrooms are a critical part of customer experience. 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.”
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. 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.”
