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.

And if there’s anything worse than bad service in hospitality, I’m yet to find it. I can cook a great meal at home, I have a comfortable bed and a clean bathroom—so when I visit a hotel or restaurant, it needs to offer something more than just a nice location. Service is what sets the experience apart.

One of my biggest pet peeves? Walking through the door and being ignored. I don’t need fanfare, but I do need to be acknowledged—whether it’s a warm greeting or simply eye contact to let me know my arrival has been noted. Busy or not, that first moment matters.

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 4x more likely to enhance a guest’s experience than amenities alone.
• Tastier food and drinks? Absolutely – 25% of guests 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 3.5x higher than those who received neutral service.
• Memories that last – Good service made 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.”

I visit a lot of hotels in my line of work, and I’ll admit—I can be a little picky. But service means a lot to me. Having worked in hospitality for years, I’ve seen both sides of the coin, and I know the difference even small details can make.

I have no time for tardy staff with bad attitudes. Dirty tables, unpolished cutlery, chipped glasses or crockery—these are little things that take very little effort to get right, but when overlooked, they make a space feel uninviting and unprofessional. That said, great service can forgive a lot. I’ve left restaurants after a less-than-stellar meal still happy to return, simply because the staff were warm, attentive, and genuinely trying. But if I’ve been sat for longer than I think is reasonable without even having a drinks order taken—especially when staff are clearly milling about and chatting—that, for me, is unacceptable.

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.

“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!” said Zuu. “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, added:

“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.
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