The Smile Effect: Why Great Service is the Ultimate Travel Upgrade

Hospitality Net

13-05-2025

A new study conducted by Hampton by Hilton and 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.
LONDON, UK – 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.
– 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.
– 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.
– 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.
– 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.
– 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.
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. Jonathan Freeman, professor of Psychology at Goldsmiths, University of London
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. Shruti Gandhi Buckley, global brand head, Hampton by Hilton
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 travelers than ever before.
To book your own experience of 'Service with a Smile,' visit Hamptonbyhilton.com. Join the conversation at #ForTheStay.
About the Research
i2 Media Research
Consumer research was conducted by i2 media research lab based at Goldsmiths, University of London with 24 UK adults. This study was designed as a field experiment to assess the impact of Service with a Smile on guest experience at Hampton by Hilton. It followed a between-subjects design, with service type (exemplary vs. neutral) as the independent variable and stay experience as the dependent variable.
To capture a comprehensive understanding of the guest experience, the study incorporated a multi-method approach:
Eye-tracking technology: Worn by hotel staff to unobtrusively record guests' facial expressions and engagement during key interactions. Polling surveys: Short e-surveys administered immediately after check-in, arrival in the room, and drink ordering, capturing guests' immediate perceptions of service quality. Final post-stay questionnaire: A longer survey completed after check-out, assessing overall experience, service perception, and future booking intent. Vox pops: Brief on-camera interviews with departing guests to gather qualitative insights and emotional responses in real-time.
Consumer research
Research conducted by 3Gem across 1,000 UK adults, March 2024.
About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 7,600 properties and nearly 1.2 million rooms, in 126 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World's Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices for seven consecutive years. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 190 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.
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