The British hospitality industry could be losing half a billion pounds because of unclean or unsuitable toilet facilities, according to a report.
Data from 5,010 consumers showed that perceptions of washrooms shape how much money they spend, the types of reviews they leave, and how likely they are to return.
It found toilets which exceed expectations, plenty of toilet roll, soap, period products and features that support a wide range of user needs would lead visitors to part with as much as £4.50 more than usual in a single visit.
This means Britain’s restaurant owners could rake in a combined £98,050,787 more, hotels £63,529,431 and pubs as much as £61,831,365.
Across all venue types, including cinemas, gyms, and museums, total potential revenue totals £491,828,224.
The research commissioned by Essity, the hygiene and health company behind washroom brand Tork, also polled 1,000 managers in hospitality, leisure, entertainment or travel venues.
Several factors were assessed to gauge the state of the nation’s washroom facilities, including how comfortable they are for people with neurodiversity, physical, and other health conditions.
It also examined whether baby-changing facilities were available in both male and female rooms, as well as cleanliness, hygiene, noise, and access to period products and continence bins.
The results determined 69 per cent of venues do not meet consumer standards in all areas, based on data from managers.
It emerged 14 per cent of managers don’t think they do enough for women who have periods, while 22 per cent are not confident their facilities are appropriate for people with sensitive skin conditions.
Also, 19 per cent worry they fall short in providing for people with incontinence needs.
People who are neurodivergent or who have anxiety or sensory issues are not well catered for, according to hospitality managers (21 and 23 per cent, respectively) and 15 per cent aren’t sure their washrooms support people with limited mobility.
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Of the managers polled via OnePoll, 23 per cent said their bathrooms run out of toilet paper daily, while 19 per cent run out of paper towels.
However, 86 per cent of adults polled said inclusive hygiene, ensuring people have comfortable access to washrooms, regardless of their health conditions, abilities, neurodiversity, general hygiene concerns or stage of life, is an important contributory factor to their overall opinion of a venue.
As many as 56 per cent of all consumers would potentially spend more in a venue which had excellent washrooms.
But if they were disappointed, 48 per cent would think nothing of leaving a negative review if they felt the facilities were unacceptable and 65 per cent would take their money elsewhere, meaning venues with inaccessible or unsuitable washrooms could lose out on as much as £645,300,370.
James Cartwright, spokesperson for Essity, which has released The Inclusive Hygiene Playbook, which offers advice on how to improve hygiene and make restroom hygiene accessible for all, said: “Washrooms are a critical part of the 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.
“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.”
Consumer research found that 68 per cent of those who would use washrooms in a venue have avoided doing so at least once because they did not meet their needs.
Consumer research found that 68 per cent of those who would use washrooms in a venue have avoided doing so at least once because they did not meet their needs.
Reasons included cleanliness (79 per cent), lack of toilet paper, soap, or hand-drying products (56 per cent), and lack of privacy (26 per cent).
If a venue had a washroom they were uncomfortable using, 80 per cent would avoid bringing guests with physical or mobility issues, while 77 per cent would advise friends and family not to go, and 71 per cent would leave earlier than originally planned.
Of the managers polled, nearly a quarter (23 per cent) have received negative online reviews or social media comments in the past 12 months about their washrooms.
Only 56 per cent were very familiar with the idea of “inclusive hygiene” in relation to their facilities prior to taking the survey, although 77 per cent said it is now a “high priority”.
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