- A new study conducted by Hampton by Hilton and researchers Goldsmiths, University of London, scientifically proves the impact friendly service has on a hotel stay.
- Service with a smile can make your stay 22% better, six times more memorable, and leave guests feeling 51% more welcome.
- In fact, the findings show that the warmth of team members is nearly four times more likely to enhance a stay – making your food taste EVEN better AND your bed feel more comfortable.
- Hampton by Hilton partnered with Big Zuu, rapper and TV personality known for his signature smile, to put the findings to the test.
Can a simple smile turn an ordinary hotel stay into something remarkable? Well, two thirds of Brits think so, with great service rated as one of the top drivers of a good hotel experience (69%), alongside good food (67%), a good shower (55%), and soft towels (34%).”
It turns out the science also agrees. A study conducted by researchers at Goldsmiths, University of London, and Hampton by Hilton finally proves that a smile is so much more than a gesture. Guests who received friendly and reliable service rated their stay 22% better overall.
The research which used biometric technology, guest questionnaires, and real-world observations also found:
- A warm welcome matters – A big smile at check-in makes guests feel 51% more welcome.
- Friendly service enhances the experience – 92% of guests agree that friendly service makes a stay feel exceptional, while the warmth of hotel team members is nearly 4 times more likely to enhance a guest’s experience than amenities alone.
- Tastier food and drinks? Absolutely – Believe it or not, a quarter (25%) of guests even say friendly service makes your breakfast more delicious, and 28% say a smile makes drinks tastier.
- Happiness is contagious – Guests who experienced friendly service reported mood improvements 3.5 times higher than those who received neutral service.
- Memories that last – Good service made guests’ hotel stays six times more memorable.
- Loyalty boost – Guests are 75% more likely to return to the same hotel after experiencing “service with a smile.”
To put these findings to the test, Hampton by Hilton teamed up with Big Zuu – known for his big smile and passion for hospitality. Zuu tested how simple, friendly gestures can turn an ordinary hotel stay into an unforgettable experience.
Commenting on the experience, Big Zuu said: “I’m all about big smiles and bringing good vibes to whoever I meet, so when Hampton by Hilton invited me to put their experiment to the test I was all in! The science doesn’t lie – smiles really do make the difference. From making breakfast taste better to improving your overall hotel stay – that’s a lot to smile about!”
The study, which also used innovative eye-tracking technology and facial analysis to measure participants’ emotional responses to friendly service, revealed that those receiving ‘service with a smile’ displayed 3.5 times higher levels of overall happiness during their stay.
Professor Jonathan Freeman, Professor of Psychology at Goldsmiths, University of London, said: “The findings illustrate a fascinating link between interpersonal warmth and guest perception. Even small gestures of friendliness, such as a simple smile, genuinely affect how people experience their environment – from physical comfort to mental well-being.”
Shruti Gandhi Buckley, global brand head at Hampton by Hilton says: ”At Hampton by Hilton, our passion for exceptional service runs so deep, we’ve given it a name, Hamptonality! This study confirms what we witness every day from our incredible Hampton team members around the world: a genuine, warm, and inviting smile doesn’t just brighten a moment—it transforms the entire guest experience. From making a morning coffee taste better to turning a brief stay into a lasting memory, the power of a smile is undeniable.”
With more hotel rooms around the world than any other hospitality brand, Hampton by Hilton is uniquely positioned to spread the light and warmth of hospitality to more travellers than ever before.
For more information on the research and to book your own experience of ‘Service with a Smile,’ visit Hamptonbyhilton.com. Join the conversation at #ForTheStay.