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Big Zuu – Image Credit Hilton
A recent study by Hampton by Hilton in conjunction with Goldsmiths, University of London, has scientifically demonstrated that friendly service can significantly impact a hotel stay. The study concluded that service with a smile can enhance a stay by 22%, make it six times more memorable, and make guests feel 51% more welcome.
The study revealed that friendly, reliable service can make a hotel stay 22% better. Utilizing biometric technology, guest questionnaires, and real-world observations, the research also discovered that a warm welcome, such as a big smile at check-in, makes guests feel 51% more welcome. Furthermore, 92% of guests agreed that friendly service makes a stay exceptional. Interestingly, a quarter (25%) of guests even stated that friendly service makes breakfast taste better, and 28% said a smile enhances the flavor of drinks.
Smiles Enhance Mood and Guest Loyalty
One of the significant findings was that friendly service can boost guests’ moods, with improvements noted to be 3.5 times higher than those who received neutral service. Good service also made hotel stays six times more memorable for guests. The study revealed another essential factor contributing to hotel success—guest loyalty. Guests were 75% more likely to return to the same hotel after experiencing “service with a smile.”
Real-World Test of Findings
To validate these findings, Hampton by Hilton collaborated with Big Zuu, a rapper, TV personality, and hospitality enthusiast known for his infectious smile. Zuu tested how simple, friendly gestures can transform an ordinary hotel stay into an unforgettable experience. The experiment confirmed the study’s findings, with Zuu stating, “The science doesn’t lie – smiles really do make the difference.”
Expert Opinions on the Study
Commenting on the study, Jonathan Freeman, a professor of Psychology at Goldsmiths, University of London, highlighted the fascinating link between interpersonal warmth and guest perception. He noted that 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 of Hampton by Hilton, echoed these sentiments. She emphasized that the study validates what they witness every day from their incredible team members around the world: the power of a genuine, warm, and inviting smile transforms the entire guest experience.
Conclusion
This study underscores the vital role that friendly service – epitomized by a simple smile – plays in enhancing the overall guest experience in the hospitality industry. It contributes to hotel success by making guests’ stays more enjoyable, memorable, and likely to be repeated.
