- 37% of Brits see rainfall showers as the most luxurious bathroom item
- High-end finishes and features (52%), relaxing spaces (44%), and tidiness (33%) are Brits’ top indicators of what makes a house feel luxurious
- Despite their strong opinions, the majority (87%) admit their bathroom is not the most luxurious room in their home
UK homeowners are continuing to invest in renovation, with more than half of homeowners (49%) [1] renovating their space in 2025 – but when it comes to what features and finishes on offer, what really defines bathroom luxury for Brits? A recent survey of 2,000 UK adults, conducted by leading bathroom manufacturer nuielux, has set the record straight.
Rainfall showers were voted the most luxurious bathroom feature (37%), followed by heated towel rails (28%), and freestanding baths (24%).
When it comes to creating luxury at home, both in the bathroom and beyond, over half (52%) look to high-end finishes and features, 44% look to relaxing spaces, and one third (33%) think of tidy spaces free from clutter. Meanwhile, 27% associate home luxury with spa-like bathrooms.
But there are clear generational differences with over half of Millennials (51%) feel that smart technology that simplifies life is the epitome of luxury, with 29% showing a preference for bathroom mood lighting.
Gen Z, on the other hand, prefer fitted storage (54%), countertop sinks (38%), and brushed brass finishes (38%). In fact, almost a quarter (23%) of Gen Z think a luxurious feel is a top three factor to consider when choosing a bathroom design.
Despite their strong opinions, only 13% view of Brits view their own bathroom as the most luxurious room in their home.
“Bathrooms are precious places to treat ourselves to self-care – so it’s important that they feel luxurious as well as functional,” said Marcus Pearson, Head of Design at nuielux. “Our findings reveal that premium features like rainfall showers, heated towel rails, freestanding baths, smart tech and fitted storage are top of mind for Brits when crafting the ultimate luxury bathroom.”
“But with only 1 in 7 Brits feeling their own bathroom is the most luxurious room in their home, it seems the UK is due a bathroom upgrade.
“Whether you’re looking to create your dream luxury bathroom from scratch or simply revamp your existing space for a more premium feel, nuie’s range of products come in versatile styles and finishes to suit everyone’s idea of luxury.”
