Scientific research reveals the surprising power of a smile, as a Hampton by Hilton study finds friendly hotel service doesn't just warm hearts - it improves food taste, enhances comfort and makes stays six times more memorable. Olivia Palamountain reports

New research conducted by Hampton by Hilton and Goldsmiths, University of London has scientifically proven that friendly service can significantly transform a hotel stay, with service with a smile making guests' experiences 22% better overall and six times more memorable.

The study, which combined biometric technology, guest questionnaires and real-world observations, found that warm welcomes at check-in made guests feel 51% more welcome, while the friendliness of hotel staff was nearly four times more likely to enhance a guest's experience than amenities alone.

More surprisingly, the research revealed that a quarter of guests (25%) reported that friendly service made their breakfast taste more delicious, and 28% said a smile made their drinks taste better. The power of positive service extended beyond just perception, as guests who experienced friendly interactions displayed 3.5 times higher levels of overall happiness during their stay.Professor Jonathan Freeman, Professor of Psychology at Goldsmiths, University of London, explains: "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 wellbeing."

To highlight the effects of "Hamptonality" - the brand’s unique take on friendly service, Hampton by Hilton partnered with Big Zuu, TV personality and hospitality professional known for his big smile, to put these findings to the test.

"I'm all about big smiles and bringing good vibes to whoever I meet," says Big 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 research also highlighted the business impact of friendly service, with guests 75% more likely to return to the same hotel after experiencing "service with a smile" – confirming what many in the hospitality industry have long suspected.

Shruti Gandhi Buckley, global brand head at Hampton by Hilton, comments: "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."The study comes as the hospitality industry continues to balance technological innovations with the irreplaceable human element of service, suggesting that despite advances in automated check-ins and digital concierge services, the human touch remains a crucial factor in creating memorable guest experiences.

In essence, the hospitality industry's most powerful amenity? Human connection.