LONDON, March 2025 – A new study by Hampton by Hilton and Goldsmiths, University of London has confirmed what many travelers already feel: a genuine smile can transform an entire hotel stay.
Backed by biometric data, eye-tracking technology, and guest surveys, the research proves that warm, friendly service isn’t just nice — it has measurable, lasting effects on guest experience.
Guests who received warm welcomes and engaging service reported their stays were 22% better overall, and six times more memorable.
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The warmth of team members was nearly four times more influential than amenities alone, even enhancing how food and beds were perceived — with 25% of guests saying friendly service made their breakfast taste better, and 28% claiming it improved their drinks.
To test these findings in real life, Hampton by Hilton enlisted Big Zuu, rapper and TV personality known for his upbeat personality and big smile. Zuu’s involvement underscored the results: friendly service truly boosts guest mood, with happiness levels rising 3.5 times compared to neutral service.
The study also highlighted key takeaways:
- 51% of guests felt more welcome after a smile at check-in
- 92% said friendliness made a stay feel exceptional
- 75% were more likely to return after experiencing great service
- Small gestures had a big impact on physical comfort and emotional wellbeing
Professor Jonathan Freeman of Goldsmiths said, “Even small expressions of interpersonal warmth, like a smile, significantly shape how people perceive their environment—from how comfortable they feel to how much they enjoy their meal.”
Shruti Gandhi Buckley, Global Brand Head for Hampton by Hilton, added:
“We call it Hamptonality – a genuine, heartfelt approach to service that turns routine moments into lasting memories. This study scientifically validates what our teams do naturally every day: spread joy through simple, authentic human connection.”
With more hotel rooms globally than any other hospitality brand, Hampton by Hilton is uniquely placed to deliver these feel-good interactions worldwide. To experience “Service with a Smile,” guests can visit hamptonbyhilton.com and follow the conversation using #ForTheStay.
About the Research
The study was conducted by i2 Media Research at Goldsmiths with 24 UK adults in a controlled field experiment and supported by wider polling of 1,000 UK adults by 3Gem. It used eye-tracking, surveys, and emotional analysis to explore how exemplary versus neutral service shaped guest perceptions.
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