A new study by manufacturer Flair Showers has found that hotel bathrooms and social media are among the biggest influences on how people plan home bathroom renovations.
The research explored how consumers choose styles, materials and layouts, highlighting the growing role of designers and installers in transforming online inspiration into practical spaces. It found that bathrooms seen in hotels and friends’ homes often serve as the starting point for ideas, which are then adapted to suit individual tastes and spaces.
People under 45 were found to be heavily influenced by platforms such as Instagram and Pinterest, while older consumers were more likely to visit design showrooms. The study also indicated that input from professionals such as retailers and fitters helps homeowners think beyond aesthetics, introducing considerations about functionality and long-term use.
Flair Showers said the findings underline the importance of “future proofing” bathrooms, as the average installation can be expected to last up to 20 years. Safety features and multi-generational design are becoming key discussion points, particularly for families planning for accessibility in later life.
The study also revealed that ease of cleaning is a strong purchasing factor, with wetrooms increasingly preferred for their low-maintenance design. Large tiles and wall panels with less visible grout are becoming popular, especially among households with teenagers using fake tan.
Gillian Furey, marketing manager at Flair Showers, comments: “The results of our market study confirm the crucial role professional experts play during the bathroom design process. Our aim at Flair Showers is to design beautiful products, while equipping our retail partners with the data they need to move beyond features, and genuinely influence a consumer’s final buying decision. We presented the results of our market study to a group of retailers at the Flair Visitor Centre, alongside a panel of industry experts, that provided further insights into the process of bathroom and shower enclosure design.
“Ironically, while people want their bathrooms to feel unique, they often look to the same spaces for inspiration. As a result, many ‘different’ bathrooms end up looking very similar. Professional influencers are vital to ensure the space is stylish, functional and fit for the future.”
