Cleanliness is the number one concern for guests and customers, as well as a driver of income for hotels, restaurants and bars, according to research carried out by cleaning company Emprise.
The key findings of the firm's study found that 97% of guests agreed that a clean establishment was the most important factor when staying in a hotel and a negative review on Twitter, Facebook or YouTube could lose a business about 30 customers.
Loss of business via a bad social media review could equate to £2,500 in lost revenue for a hotel.
The research from Emprise, whose clients include Hilton Worldwide and De Vere Hotels, said that with cleanliness being such a deal breaker for guests, there was a strong argument for hotels "to use housekeeping as an effective means of adding value, particularly in light of increased competition and customers becoming more cautious as to how and where they spend their money."
It went on to suggests that if a hotel were to increase its occupancy rate by just 1% on the back of positive reviews, based on a 70% occupancy rate, a 100-bedroom hotel achieving a £100 per night room rate could generate an additional £25,550 revenue per year.