A new Xeros consumer survey reveals that the quality of towels is paramount in the overall hotel guest experience.

The online survey, conducted in 2016, shows that out of 1,160 respondents, 94 per cent said towel quality is important to their overall satisfaction, while 73 per cent said it impacts their decision to return to a hotel.

“Cleanliness, followed by softness, is top criteria for judging the quality of a towel,” said Jonathan Benjamin, global president of laundry at Xeros. “The quality of the towels impact guest satisfaction, brand perception, as well as customer loyalty.”

High thread counts, generally associated with expensive luxury towels, came in last. Meanwhile, more customers want hotels to have eco-friendly laundry operations, as 77 per cent said they actively search for such hotels before a trip, while 85 per cent of respondents said they reuse towels because they are concerned about the environment.

More travelers are turning to online reviews, and 52 per cent of survey takers say they have already written a negative review due to poor towel quality. One third said they would if they weren’t satisfied.