Smile Effect: Why Great Service is the Ultimate Travel Upgrade

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.

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.