Higher occupancy boosts revenue as members feel as though they are getting better value for money. One of the key decision making factors when choosing a co-working space is cleanliness as it’s the second most important factor members consider, just behind location.
The Financial Case for Member Satisfaction
The average customer acquisition cost (CAC) for a co-working office in the UK typically falls between £300 and £600 per member. This includes digital marketing, advertising, referral incentives, and sales efforts. For context, if your membership fee is £300 per month and your average tenure is 6 months, that gives a customer lifetime value (CLTV) of £1,800 meaning acquisition costs can eat up 17–33% of that total value if not optimised.
Alongside this using the same example, if a co-working office can increase occupancy by just 10 members by meeting and exceeding member expectations this will generate an additional £3,000 per month or £36,000 annually.
This presents co-working spaces with 2 key objectives which are:
- Increase the average tenure
- Increase the number of members
Cleanliness as a Competitive Advantage in Co-Working Spaces
When it comes to choosing a co-working membership, only location matters more than cleanliness.
Cleanliness is the second most important factor for members when choosing a co-working space, yet it’s often treated as an afterthought. That oversight comes at a cost. Every missed bin or unclean surface risks triggering a complaint that distracts your centre manager from delivering a great experience. Over time, those small issues can erode trust, fuel quiet dissatisfaction and lead to silent churn.
Poor cleanliness doesn’t just affect comfort. It impacts bookings, retention and reputation. Building a reputation as the cleanest workspace in your area can offer a clear competitive advantage. For members from cultures with particularly high hygiene expectations, it can be a deciding factor.
The Direct Opportunity Cost of Cleaning
Using a cleaning provider that doesn’t meet member expectations puts your bottom line at risk. As cleanliness is the 2nd most important factor for members this will increase the number of members leaving. So from the outset if a provider is £500 a month cheaper but can’t deliver the service members expect and 5 members leave due to poor cleanliness the opportunity cost is a net loss of £1,000 per month using the example of £300 a month memberships.
If the cost of a professional cleaning contract is £500 per month more expensive however they meet member standards, the return on investment will be greater. This is shown by the below table of retention factors:
| 🧼 Cleanliness Focus | 💬 Member Perception | 🔁 Retention Impact |
| 🖥️Desks & Workstations | Clean personal spaces show attention to detail and respect for the individual | 94% of workers report feeling more productive in a clean workspace, while 77% claim they produce higher quality work in such environments. |
| 🚻Toilets & Washrooms | Consistently clean washrooms reflect high operational standards | 73% of members say clean washrooms affect how professional they perceive a space to be. |
| ☕Kitchens & Breakout Areas | Clean communal zones support better etiquette and shared responsibility | Workspaces with clean, well-maintained kitchens see up to a 20% increase in usage of shared areas, encouraging longer stays and daily satisfaction. |
| 🪑Meeting Rooms | Well-maintained rooms make bookings feel professional and reliable | Members are 2x more likely to rebook meeting rooms in consistently clean environments |
| 🛎️Reception & Entrances | Tidy, clutter-free entrances create strong first impressions for members and guests | A spotless reception signals professionalism and builds trust. In fact, 40% of people say a poor experience in a reception area has negatively shaped their view of a company. |
The Indirect Opportunity Cost of Cleaning
Clean spaces are photogenic, marketable and more likely to earn positive feedback. Whether you are posting content on social media, promoting your hub online, or simply welcoming a visitor through the door, visible cleanliness supports your brand image. It conveys reliability and professionalism, while also inviting word-of-mouth referrals from members who feel proud to show off where they work.
Every shared photo, video call or social post becomes a subtle extension of your marketing. When a member joins a virtual meeting from a clean, well-presented workspace, their client or colleague is getting a visual impression of your brand, whether they realise it or not. This kind of passive exposure reinforces trust, professionalism, and quality. By having this exposure this can help to lower the average CAC as less financial investment is required to attract new prospects.
People are far more likely to share a negative experience than a positive one. Research shows that unhappy customers tell between 9 and 15 people about their bad experience and around 13% tell more than 20 people. In the context of co-working, poor cleanliness can rapidly damage reputation both offline and online, driving away potential leads and increasing acquisition costs even further.
Have You Carried Out a Risk–Benefit Analysis of Your Cleaning Provider?
If cleanliness is a key driver of member retention, satisfaction and revenue, then it’s worth asking: are you getting the return on investment you should from your current cleaning provider? A lower monthly fee might look appealing on paper, but if the service leads to reduced occupancy, reputational damage, and higher churn, the hidden costs quickly add up.
Take a step back and consider whether your provider is helping you protect and grow your business or quietly costing you thousands a year. A simple risk–benefit analysis can help ensure you’re making a smart, strategic investment in your space.
Contact us today to have an open discussion around this risk–benefit analysis. With over 20 years’ experience in the industry, we can offer honest, expert advice to help you maximise your return on investment and ensure your space is meeting the expectations of your members.