As guest expectations around cleanliness continue to rise, hotels are facing increasing pressure to maintain spotless environments while navigating labor shortages and operational constraints.
According to Bryan Smith, who serves as president of P&G Professional, North America, cleanliness has evolved from a back-of-house function into a key driver of guest satisfaction, loyalty and brand reputation.
The company recently expanded its professional cleaning portfolio with the launch of Mr. Clean PRO, marking the brand’s entry into the commercial cleaning market. The product line includes floor cleaners, all-surface cleaners and deep cleaners with bleach designed for hospitality and other commercial environments.
The launch follows research conducted by the company that found widespread dissatisfaction with existing commercial cleaning products. According to the survey, 85% of cleaning professionals reported challenges with their current surface cleaning solutions, while 74% said the products they use are ineffective at removing grease, stains and grime.
“Professional surface cleaning jobs are time-consuming, labor-intensive and messy because today’s cleaning solutions are failing professionals,” said Smith.
Among respondents reporting challenges, 74% cited issues such as residue, streaking and ineffective cleaning performance. Nearly two-thirds reported poor user experiences related to factors including strong odors, safety concerns and dispensing issues, while 31% said current products take too long to clean or disinfect surfaces.
For hotels, those shortcomings can have consequences beyond housekeeping operations. Smith noted that cleanliness plays a direct role in guest perception and repeat business.
“The pandemic made cleanliness visible in a way it never had been before, and guests are now actively looking for signals that a property is clean, not just assuming it,” he said. “For hotel operators, that means cleanliness is no longer a back-of-house operational checkbox; it’s a front-of-house brand statement.”
The company cited its research showing that a clean room is the leading driver of hotel guest experience, surpassing factors such as value, location and amenities. As a result, operators are increasingly viewing cleaning programs as part of their overall guest retention strategy.
“Cleanliness is both the top reason guests choose to return and the top reason they don’t,” said Smith.
The impact of poor cleaning standards can extend well beyond guest complaints. According to the company, an unclean environment can damage online reputations, contribute to employee dissatisfaction and, in extreme cases, expose businesses to legal or regulatory risks.
“Guests who encounter a dirty room don’t just not return; they leave a review that influences the next hundred potential guests,” he said.
The issue is particularly significant as hotels continue to face staffing challenges. The company pointed to industry data showing that 80% of hotels are currently short-staffed, making efficiency gains increasingly important for housekeeping teams.
According to Smith, reducing physical strain has become a key consideration in cleaning program design.
“Our research consistently shows that deep cleaning, especially restrooms, is the most disliked task in commercial environments,” he said. “When the product does more of the heavy lifting, the job becomes faster, more manageable and more consistent, helping teams deliver better results with less physical strain.”
He noted the new product line was developed with efficiency and ease of use in mind, reflecting what it sees as growing demand from hotel operators for cleaning solutions that can help address labor shortages and reduce the physical burden on housekeeping staff. The focus comes as many hotels continue to face staffing challenges while trying to meet rising guest expectations around cleanliness.
P&G Professional expects labor challenges and rising guest expectations to continue shaping hotel cleaning strategies.
“The trend is toward treating the cleaning program as a core operational and brand investment, not an afterthought,” he said. “A clean business is not a bonus; it’s an expectation, and that bar will only move higher.”
