To build further on our knowledge of the hotel industry, we got under the sheets with 1,000 UK hotel guests to understand what makes them smile in the bedroom and generates a big thumbs up during their stay.
According to the research commissioned, hotel guests are seeking the squishiness of a pillow and the plumpness of a quilt enveloped in crisp, freshly laundered
sheets that are pressed to perfection, according to recent research carried out by CLEAN.
Just over 89% of respondents desired pillows and a quilt with good bounce and were partial to a crisp laundered sheet, while the cosiness of a fluffy towelling robe and slippers was a particularly popular extra, with 34% of people opting for the snuggly additions in their room on arrival as the extra they would enjoy the most.
Added extras such as chocolates on pillows proved not to be overly popular with just 11% welcoming the sweet treat, while one in three guests were eager to see complimentary toiletries in their room.
When asked what would make them rethink a return visit, 89% were put off by badly made beds and dated linen. Unsurprisingly, almost three quarters of people rated ‘cleanliness in all areas’ as a top factor when looking for a great hotel room experience, closely followed by clean, crisp and freshly pressed bed linen which was a top factor for more than half of respondents.
Interestingly, when it comes to a good night’s sleep, just over half of respondents favoured a quiet and peaceful room as a key factor to an enjoyable night’s stay, with a clean and plush bed to dive into getting the top vote with 60% rating it as the winning element to a sound slumber. Just 38% felt that having in-room temperature controls was a priority.
A nation known for its hospitality, the survey revealed that UK consumers still value seamless service and a warm welcome above all else when it comes to their views of a luxury hotel, with a third rating this the top factor. Just 14% of people preferred a bedroom that is modern and laden with technology and just one in 10 felt that a turn-down service played a vital part in the experience when looking for an ideal hotel snooze.
CLEAN's Chief Executive Officer, commented on the findings: “Having been established for 130 years this year, CLEAN is totally immersed in the business of linen and laundry. The hospitality industry has long been one of our biggest markets and we wanted to understand more about consumers’ attitudes and behaviours towards hotels stays. The industry has changed a huge amount in the last 10 years and having this insight not only helps us to understand what people expect from a hotel but it helps our customers and the wider industry to look at consumer behaviours on a bigger scale.”
The research report and its findings are testament to CLEAN’s ongoing commitment towards increasing its market knowledge and expertise in all areas of the field, as it continues to go from strength to strength as the leading independent laundry provider.