At a Glance
- Nearly three out of four summer travelers will avoid unacceptable restrooms.
- 79% of consumers bypass food and beverage in facilities with dirty restrooms.
- This trend impacts a $65 billion U.S. airport non-aeronautical revenue market.
- Inconsistent cleaning standards erode consumer trust and future spending.
New data from Invisible Sun Technology reveals that dirty and unacceptable restrooms are costing transportation hubs billions in lost food and beverage revenue. A recent survey indicates a strong correlation between restroom cleanliness and consumer spending habits in airports, highway rest stops, and train stations. This presents a significant operational challenge for facility operators aiming to maximize non-aeronautical income.
Consumer Behavior and Financial Impact
The 2026 Invisible Sun Summer Travel Index™ highlights that consumer tolerance for subpar restrooms is low. Nearly three out of four summer travelers (72%) will leave a restroom without using it if they find it unacceptable, with dirty toilet areas, floors, and foul odors cited as primary deterrents. This immediate avoidance extends to other services within the facility.
The financial consequences are substantial, as almost eight out of 10 (79%) consumers actively avoid eating in restaurants located within transportation hubs that have dirty restrooms. For example, food and beverage concessions account for 26 percent of non-aeronautical revenue in U.S. airports, a market estimated at $65 billion in 2025. Prior research further supports this, showing that 60% of consumers would spend more at businesses known for clean restrooms.
"The good news is Americans are traveling this week and this summer despite their economic worries. The bad news is if the restrooms they encounter are unacceptable, they will take their money elsewhere."
— John Kunzier, CEO Invisible Sun Technology
The Challenge of Inconsistency
Highway rest stops face a particularly acute challenge regarding restroom cleanliness. Over half (53%) of travelers planning summer trips by car are more than three times as likely (3.2x) to view highway rest stop restrooms as unacceptable compared to those in airports, and 2.7 times as likely compared to train stations. This suggests a widespread issue in these critical transit points.
Intriguingly, the survey also revealed a contradiction where some locations, like the Florida Turnpike, were ranked among both the cleanest and dirtiest. This points to a deeper issue than just location. As Invisible Sun Technology CEO John Kunzier notes, "Travelers don't lose confidence because a restroom is always dirty – they lose confidence because they never know what they'll encounter."
This inconsistency is detrimental, as it erodes customer trust and willingness to spend in associated retail or dining outlets. The broader implication for travel infrastructure is clear: reliable and consistently high standards of cleanliness are not merely an amenity but a direct driver of revenue and customer loyalty. For operators, ensuring predictable hygiene standards can safeguard not only immediate purchases but also long-term brand reputation and repeat visits across their properties.
Invisible Sun's Insights and Solutions
Invisible Sun Technology, identified as a leading provider of contactless Proof of Presence solutions for facility operations, conducted the 2026 Invisible Sun Summer Travel Index™ to quantify these trends. Their findings underscore the importance of maintaining vigilant cleaning protocols. The company's focus on "Proof of Presence" suggests solutions that help operators verify and ensure cleaning tasks are completed.
The survey, which polled 788 U.S. consumers in May and June 2026, carries a statistically significant ±5% margin of error at a 95% confidence level. While highlighting widespread issues, the data also acknowledged positive examples, with Buc-ees ranking as number one for "favorite convenience store restrooms," followed by 7-11, and a tie between Quick Trip and Wawa. This demonstrates that consistent cleanliness is achievable and recognized by consumers.
The findings from Invisible Sun underscore a critical message for transportation hub operators globally: invest in consistent restroom cleanliness or risk significant financial losses. As travelers prioritize hygiene, their spending decisions are increasingly influenced by the perceived state of facilities. Maintaining high and predictable standards is not just about comfort, but about protecting and growing revenue streams in a competitive market.