MRO Magazine

Xeros Study Reveals that Towels Play a Critical Role in Hotel Selection, Guest Satisfaction and Brand Loyalty

June 1, 2016
By Marketwired News

MANCHESTER, NH–(Marketwired – June 01, 2016) – Xeros, the innovator of an ultra-low water laundry system, today unveiled the results of a consumer survey that highlights how towels impact the overall quality of the hotel guest experience. The survey results uncovered that the quality of towels is paramount in the increasingly competitive hospitality industry that has to operate within growing environmentally-conscious parameters.

“The results of this study illustrate that travelers care quite a bit about the towels they use during hotel visits. Cleanliness, followed by softness, is top criteria for judging the quality of a towel,” said Jonathan Benjamin, Global President, Laundry at Xeros. “The quality of the towels impact guest satisfaction, brand perception, as well as customer loyalty.”

Towel Quality Essential to Guest Satisfaction

The study revealed that 94% of all respondents believe that the quality of towels is important for overall customer satisfaction. In addition, the survey found that 73% of the survey respondents believe that the quality of towels will influence their decision to return to a hotel brand for future visits, while 84% believe towel quality influences brand perception.

Importance of Towel Cleanliness

When asked about towel attributes, cleanliness was identified as the most important attribute followed by the softness of towels. Surprisingly, high thread counts, the attribute that is generally associated with expensive luxury towels, came in last.

Online Reviews are Vital

Customers love to read hotel reviews when making travel plans. This study found that 77% of travelers usually or always reference online reviews before selecting a hotel. One third of the respondents said that they would write a negative review on an online site if they were not satisfied with the towels. And 52 of the respondents said that they have already written a negative review due to poor towel quality.

Environmentally Conscious Travelers

Environmental concerns also play a major role in hotel selection. Customers care about the environment. They reuse towels and want hotels to have eco-friendly laundry operations. 85% of respondents reuse towels because they are concerned about the environment 77% of people said that when choosing a hotel they actively search for places that have eco-friendly laundry facilities.

“Savvy hoteliers should consider rethinking the role of towels in their overall brand story. Towels are a relatively unexplored branding touch point in the customer journey and has the potential to be an emotional tipping point turning a visitor into a loyal customer,” added Benjamin.

The study was conducted by Xeros in February 2016 via an online survey to learn how towels impact the overall quality of the hotel guest experience. It was based upon responses from 1,160 business and vacation travelers in the United States and the United Kingdom.

To receive a copy of the study click here.

For More Information

Click here to view a video on how the Xeros polymer bead cleaning laundry system works.

About Xeros Cleaning

Xeros is changing the way textiles are cleaned. Using patented technology, the Xeros System for commercial cleaning uses up to 80% less water, 50% less energy, and approximately 50% less detergent, and delivers superior cleaning results compared to conventional washing. Xeros was recently awarded a Bronze Medal in the prestigious Edison Awards; was named a top invention by TIME magazine, winner of ‘Best Technological Breakthrough’ in The Climate Week Awards 2011; listed in Worldwide Fund for Nature’s survey of global ‘Green Game Changers’; and has been awarded two Rushlight 2013 Awards for green innovation. Strategic partnerships include BASF. Xeros is headquartered in the UK with offices in the US and China. For additional information, please visit

The Xeros Logo, Xeros and Xeros Sbeadycare are trademarks of the Xeros group of companies.

Image Available:

Media Contact:
Neal Stein
Red Javelin Communications