Cleanzine: your weekly cleaning and hygiene industry newsletter 28th May 2026 Issue no. 1212
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16 years of data: clean washrooms drive loyalty, repeat visits and revenue
For 16 years, Bradley Company's Healthy Handwashing Survey has tracked how Americans' public washroom expectations shape their behaviour - offering an unmatched view of shifting hygiene trends and their business impact.
The 2025 results confirm a powerful truth: washrooms aren't just functional spaces - they're a mirror of a facility's management, brand and values. Whether they fall short or exceed expectations, the impact on customer perception, loyalty and spending, is immediate.
Bradley's nationally representative survey finds:
* 84% say an unclean or poorly stocked washroom damages a business's image
* 75% will think twice before returning after a bad washroom experience
* 71% are more likely to return - and spend more - at businesses with clean, well-maintained washrooms
"A restroom is a very memorable space - good or bad," says Jon Dommisse, vice president of business development and strategy at Bradley. "Because we've conducted this survey for 16 years, we can show exactly how consumer expectations have risen over time - and what facility teams can do right now to meet and exceed them."
From complaints to solutions…
Since 2009, Bradley's Healthy Handwashing Survey has consistently identified the same top frustrations: clogged or unflushed toilets, unpleasant odours and washrooms that look outdated, dirty, or unkempt. Women are more likely than men to observe unclean conditions.
These issues don't just create discomfort; they signal to users that cleanliness and care aren't priorities.
To turn these pain points into positives, Americans say the most impactful improvements are:
* Increased cleaning and restocking: The No.1 request for the past decade
* Paper towels as an option, even with dryers: 60% use them to avoid touching washroom surfaces
* Touchless fixtures throughout: Nearly 80% say they're important and provide a better washroom experience
These preferences represent a permanent shift in public expectations. Over the past 10 years - and especially in the wake of Covid-19, their importance has surged with the most dramatic gains between 2020 and 2022. Today, cleanability, hygiene and convenience are no longer extras; they're the baseline for earning customer trust.
"Our past research shows that more than 90% of Americans associate a high-quality restroom with a high-quality business, and 70% have chosen a business specifically because its restrooms are cleaner and better maintained," notes Jon. "It's clear that these upgrades deliver measurable business returns - driving satisfaction, loyalty and repeat visits. Simply put, the restroom is now a revenue-impacting asset, not an afterthought."
A business case built over time…
Bradley's ongoing surveys pinpoint lasting washroom trends and help identify which design and maintenance tactics drive business results.
Key recommendations for meeting rising expectations include:
* Design for hygiene and maintenance: Sleek, seamless surfaces and fingerprint-resistant finishes improve both appearance and cleanability
* Go touchless: From faucets to towel dispensers, no-touch fixtures are essential for user convenience and ease of cleaning
* Integrate handwashing: All-in-one, sensor-activated soap, water and drying improves user traffic flow and reduces water mess
* Smart monitoring of supplies: Maintenance indicators and top-fill, multi-feed soap systems cut downtime and labour
"Clean, functional and thoughtfully-designed restrooms send a powerful message; they show guests, customers and staff that they're valued, while also delivering measurable business benefits," adds Jon. "Our long-term data proves these spaces can boost satisfaction, strengthen loyalty and drive repeat visits, turning restrooms into both a point of pride and a performance asset."
Best and worst by category…
Survey participants rated hospitals/clinics (43%), hotels/resorts/conference centres (43%) and restaurants (37%) as having the best washrooms in 2025. At the bottom: drug stores (15%), gas stations (15%) and schools (10%) - a clear opportunity for improvement.
For more than 100 years, Bradley has been known as a leader in advanced commercial washrooms and comprehensive emergency safety solutions that make public environments hygienic and safe. Bradley is said to have innovated the industry's first and most specified WashBar multi-function touchless handwashing and drying fixture. Washroom accessories, partitions, HDPE lockers, as well as emergency safety fixtures and electric tankless heaters round out its product range. Based in Menomonee Falls, WI, Bradley Company, a subsidiary of Watts Water Technologies, serves commercial, institutional and industrial building markets worldwide.
4th September 2025