More hotels upgrading toiletries as travel picks up

By 2032, the hotel toiletries market is expected to double, reaching USD 52bn, driven by changing consumer preferences. / Credit: Archi_Viz via Shutterstock

The global hotel toiletries market is forecast to double in size over the next seven years, rising from USD 26bn in 2025 to USD 52.01bn by 2032, according to a recent report by Coherent Market Insights.

The projected compound annual growth rate (CAGR) of 5.9% reflects ongoing shifts in the hospitality sector, with demand for premium guest amenities, particularly sustainable and hygienic products, playing a central role.

Tourism recovery and rising guest expectations drive growth

The post-pandemic rebound in international travel has emerged as a key factor fuelling demand for hotel toiletries worldwide.

According to the United Nations World Tourism Organization (UNWTO), global tourist arrivals reached approximately 1.4bn in 2024, and are expected to rise by up to 5% in 2025.

This resurgence in travel is increasing pressure on hotels to upgrade their in-room offerings to meet the expectations of health-conscious, hygiene-aware guests.

Shampoos and conditioners are projected to make up more than a quarter of total market share by 2025, with hotels and resorts accounting for USD 9.62bn of global demand.

The online distribution channel is also set to dominate, expected to capture three-fifths of the overall market value by 2025 as procurement practices continue to shift digitally.

Europe leads, but Asia pacific emerges as fastest-growing region

Europe is expected to remain the largest regional market, accounting for nearly one-third of total hotel toiletries revenue in 2025. The region’s dominance is attributed to its mature tourism sector and strict hygiene regulations that drive higher standards in guest accommodation.

However, Asia Pacific—driven by rapid growth in China and India—is anticipated to post the fastest market expansion. As the region’s middle class grows and domestic tourism strengthens, the demand for high-quality hotel personal care products is expected to rise significantly.

Sustainability and cost challenges temper outlook

While the future of the hotel toiletries market appears optimistic, challenges remain. Rising costs associated with premium and customised toiletries may deter smaller hotel operators from making upgrades.

 At the same time, growing environmental concerns and regulatory bans on single-use plastic packaging are pressuring hotels to shift towards sustainable alternatives, which can further strain budgets.

This trend has prompted a growing number of hotel chains to adopt refillable dispensers, biodegradable packaging, and products made with organic or natural ingredients.

These shifts not only address sustainability goals but also align with changing consumer preferences, particularly among millennial and Gen Z travellers.

Innovation and hygiene trends create new opportunities

Hotels are responding to heightened guest expectations by incorporating high-quality, wellness-oriented products into their rooms. Items such as antibacterial hand washes, eco-friendly soaps, and toiletries with essential oils are becoming increasingly common.

Hygiene, once a secondary concern, is now a priority in purchasing decisions, especially in the wake of the Covid-19 pandemic.

Industry innovation is also playing a role in reshaping the market. Smart dispensing systems and automated inventory solutions, such as Kimberly-Clark’s Onvation SmartFit technology, are enabling more efficient operations while enhancing the guest experience.

Meanwhile, brands are expanding their product lines to include vegan, cruelty-free, and dermatologist-tested options to remain competitive.

As hotels look to differentiate themselves and build guest loyalty, investment in premium hotel toiletries is expected to remain a strategic focus, despite ongoing cost and sustainability pressures.

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