From crisp hotel bed linen to spotless tablecloths and fluffy towels, white has become the universal language of hospitality. It’s such a familiar sight that most guests scarcely notice it.
Yet, behind white linen and towels lies centuries of history, symbolism and operational intent.
How white became the standard
Back in the 15th and 16th centuries, bedding was shared, typically straw-filled, and linen was rare. By the 17th and 18th centuries, inns, taverns and boarding houses commonly used coloured or patterned linens to hide wear and stains, as laundry facilities were primitive.
It was only with the emergence of commercial hotels in the 19th century that hygiene became a visible marker of higher standards, and white textiles moved to the forefront in hospitality as a symbol of quality and luxury.
White is also associated with purity and care. In healthcare, it represents sterility and professionalism. In hospitality, it communicates trust and reassurance, according to marketing manager for Unilever Professional, Jeffrey Madkins.
“White shows everything, and any imperfections are immediately noticeable,” says Madkins. “By using white linens, you are communicating cleanliness, transparency and confidence in your standards, because the colour leaves nothing to hide.”
And for guests, white linen subconsciously signals:
- This space is clean
- This operation is well managed
- Nothing is being hidden
It is why chefs wear white jackets, why spas rely on white towels, and why fine-dining tables are still dressed in white cloths. White does not distract; it frames the experience and allows every other element – service, food, design – to take centre stage.
White also creates consistency across borders. A bed or table with white linen feels familiar, whether you are in Cape Town, Paris or Tokyo. And that familiarity builds global trust, especially for brands operating across multiple locations.
The hidden risk of faded whites
The power of white, however, comes with risk.
Faded, greyed, or yellowed whites send a very different message. Instead of confidence and care, they suggest age, poor maintenance or cost-cutting. In hospitality, where perception and reality are closely linked, that shift matters.
“When whites lose their brightness, guests notice,” said Madkins. “Dull whites quietly erode their trust – even if they cannot articulate why.”
Common causes include:
- Incorrect wash temperatures
- Machine overloading
- Hard water mineral build-up
- Residual detergent or fabric softener
- Inconsistent chemical dosing
And once white loses its clarity, restoring brightness without damaging fabric integrity becomes difficult.
Maintaining whites
The advantage of white linens is that they simplify hotel operations: they can be washed in large batches at high temperatures without risk of colour transfer, making laundry more efficient.
By employing effective laundry processes, housekeeping teams can save time, water, and energy. Best practices include:
- Correct detergent dosage based on soiling level
- Using appropriate wash cycles and temperatures
- Proper sorting and handling of white items
- Pre-treating heavy stains before washing
- Avoiding machine overloading
Using quality solutions such as Unilever Professional’s commercial laundry and hygiene formulations, including bleach and professional-grade detergents, supports effective sanitisation and stain removal, helping to maintain the bright appearance of white fabrics.
A well-managed linen programme is also essential. It should balance maintaining whiteness with protecting fabric integrity, minimising premature wear caused by rough handling, improper cleaning, or environmental factors – a key operational concern when high-quality textiles carry significant replacement costs.
Why white still wins
Despite modern trends toward colour, texture and bold design in interiors, white remains non-negotiable where cleanliness matters most.
“Spotless white linen, towels, and tablecloths aren’t just aesthetic choices in hospitality – they’re promises of impeccable quality for guests,” noted Madkins.
“White is a visual shorthand for professionalism and cleanliness in a way no other colour can match, and guests instinctively recognise and appreciate it. As such, it will continue as the gold standard for the industry in 2026,” he concluded.
