New research from Diversey shows almost 70% of hotel guests have said that cleanliness and hygiene are the most important factors when making recommendations to friends and colleagues.
The research completed across Europe by Hotelschool in The Hague in conjunction with Sealed Air's Diversey business also shows that most people now make their decisions on where to stay using online rating sites and leave bad online reviews or tell their friends if they encounter poor conditions.
The cleanliness and appearance of bedrooms and bathrooms were the most critical areas for guests when forming their opinions.
"This research confirms our understanding of the critical areas to keep clean and the specific tasks that are vital to making that all-important first impression to guests," said Lill Kleven, global hospitality sector marketing lead for Sealed Air's Diversey business.
In addition, the research compiled of responses from almost 700 people in five major EU countries, asked guests about which aspects of cleanliness they expected the hotel to always get right in bedrooms and bathrooms.
In bedrooms, the three most important factors were clean linen, no evidence of previous guests and absence of bad smells or odours. In bathrooms, over three quarters said cleanliness of the toilet seat and pan was a factor and almost half said it was the most important.
In total, 46% said review sites were the most important source of information when choosing a hotel and a further 28% cited personal recommendations as the biggest influence.
Two-thirds of the respondents stated that they had stayed in a hotel that was not clean, while 82% had told family and friends about their experience, 75% were put off returning and 72% recommended family and friends should not stay there.
The full research has enabled Hotel School The Hague and Sealed Air's Diversey business to make evidence-based recommendations to hotels that help increase guest satisfaction, retention and guest recommendations.
By Lisa Jenkins
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