BUSINESSES PUT CUSTOMER EXPERIENCE FIRST AS LOO OF THE YEAR ENTRIES JUMP
Businesses across the UK are paying closer attention to an often-overlooked part of the customer experience, as new data from the 2025 Loo of the Year Awards reveals a significant rise in participation and a marked improvement in washroom standards.
The annual scheme, which assesses ‘away from home’ washroom facilities, recorded almost 1,500 entries this year — including a 48 per cent increase in first-time entrants compared with 2024. The figures suggest growing recognition among organisations that well-maintained facilities play a meaningful role in customer satisfaction, staff wellbeing and brand perception.
Run by businesswoman Becky Wall BEM, the awards have spent nearly four decades benchmarking washroom quality across sectors ranging from hospitality and transport to education and offices.
“Our mission is to celebrate and recognise good, great, outstanding and exceptional washrooms across the UK,” Wall said. “When people are choosing where to spend their time and money, they notice the small things. Clean, well designed and properly maintained facilities are part of a positive experience, whether you are a customer, a visitor or a member of staff.”
Each entrant agrees to an unannounced inspection by an independent assessor, with washrooms evaluated against 101 criteria covering cleanliness, décor, signage, accessibility and customer care. Grades are then awarded based on overall performance.
The 2025 data points to particularly strong growth in several sectors. Restaurant entries increased by 600 per cent, while office submissions rose by 400 per cent. Conference and banqueting venues were up by 340 per cent, adult education providers by 220 per cent, railway stations by 78 per cent and motorway service areas by 17 per cent.
“We always see some movement between categories but this year those shifts are really clear,” Wall said. “It tells us more organisations want independent feedback and are open to improving what they offer when it comes to washroom facilities.”
Grading outcomes also indicate rising standards at the top end of the scale. Platinum remained the most common grade at 52.4 per cent of entries, slightly up on last year. Platinum Plus increased from 26.1 per cent to 29.2 per cent, while Diamond — the highest accolade — rose from 3.5 per cent to 5.8 per cent.
Beyond overall quality, the awards have highlighted growing attention to inclusivity and dignity. Certificates recognising period dignity increased by 32 per cent in 2025, while Platinum Plus awards for Changing Places facilities rose by 44 per cent.
“These are the areas that make a real difference to people’s daily lives,” Wall said. “Growing recognition for period dignity and Changing Places shows that more organisations are thinking about everyone who may need to use their facilities, not just the majority. This is about doing the right thing all year round, not just on the day of inspection.”
Following months of inspections, entrants will be brought together in January 2026 for the annual Loo of the Year Awards ceremony, sponsored by global professional hygiene brand Tork. The event will also raise funds for Crohn’s & Colitis UK, with trophies presented to organisations delivering exceptional washroom standards and customer care.
