Sniffy restaurant patrons put off by poor reviews of restaurant toilets could cost the UK economy over £200 million in takings this festive season, according to an Initial Washroom Hygiene study of over 85,000 washroom reviews in the hospitality sector.
The research undertaken by Opinium on behalf of Initial Washroom Hygiene finds that negative reviews relating to the smell and cleanliness of washroom toilets are correlated with on average a one star lower review on Tripadvisor, potentially costing British businesses' revenue gains of up to 3 per cent on takings Lumina Intelligence forecasts for December of 7.9 billion.
The analysis reflects a poll of public attitudes to washrooms which reveals that 92 per cent of Brits have experienced unpleasant smells in public toilets, with 78% reporting this would make them less likely to visit again.
Conversely, 76% stated that a positive experience in a public washroom would make them more likely to spend with a business.
Jamie Woodhall, UK Technical & Innovation Manager, Initial Washroom Hygiene, comments: "As the full festive season fast approaches, it is essential for British businesses to ensure their washrooms inspire cheer and not fear.
A well-maintained washroom can make a significant impact on a customer's experience, creating a lasting impression that's sure to bring them back for more.
Failing to maintain clean and hygienic washrooms can mark the difference between a magical experience and a significant hit to festive revenue.”
Toilets appearing dirty or unclean (68%) and having a bad odour (62%) are the top reasons for putting people off using public washrooms. When asked in Initial Washroom Hygiene’s consumer survey which types of business generally provide the best quality public washroom facilities for customers, visitors and staff, only a third (30%) of respondents reported that high street restaurants provide quality washrooms, with local pubs (23%) and bars (20%) also lagging behind.
About the Tripadvisor research methodology
Analysis of 87,753 Tripadvisor reviews across 200 hospitality establishments across the UK.
Analysis focused on establishments from the top 20 conurbations in the UK as defined by Tripadvisor, and establishments with an average 3-4 star rating.
Reviews were scraped from the first 30 pages of each establishment.
A rise by one star rating is equivalent to an average increase of 2.2-3% in monthly revenues, which are forecast at £7.9 billion for December 2023, and so could see businesses miss out on over £200 million in takings.
