Florida ranks near bottom for hotel staff friendliness

Florida is a magnet for travelers, drawing millions each year to its beaches, theme parks and resorts. But according to a recent study, the Sunshine State falls short where many visitors hope to be met with warmth: staff friendliness.

The survey, conducted by Gourmet Marketing, examined the top 20 hotels in each state with a minimum four-star rating on TripAdvisor. By filtering for words including “friendly,” “helpful” and “welcoming,” the agency ranked states on the likelihood visitors would encounter hospitable staff. Florida landed 48th, with just 36.35% of reviews mentioning friendliness-related terms. 

The study did not include data specific to Collier County hotels, so results may not reflect local pockets of high-quality service. Still, the findings may seem surprising for a state built on tourism. Michael Collins, associate professor at Florida Gulf Coast University’s School of Resort & Hospitality Management, said the explanation is layered, with visitor volume shaping perceptions of service.

“There’s certainly a lot of psychological stress working in any public contact-type job or position,” he said. “As you’re dealing with a higher volume of guests … it can be mentally fatiguing and distressing to the employee trying to serve those guests.”

Seasonality adds pressure. Peak demand from Thanksgiving through Easter places extra strain on workers, affecting both staffing and guest impressions.

“Employees during those periods are going to have more stress because they’re going to have a lot more customers to serve,” Collins said. “Once customers wait for services, that also leads to dissatisfaction … When they get to the table, they’re already irritated by the wait, which is going to totally change the dynamic of that guest and their interaction with the service staff.”

Florida’s challenges don’t mean improvement is out of reach. The state has a robust hospitality education network, with eight of its public universities, state colleges and even high schools offering programs focused on hospitality. 

“All programs include a guest services customer service management type of course,” Collins said. “So guest experience management is critical.”

One industry entrant, Great Wolf Lodge Naples, which opened in September 2024, is taking a proactive approach with its staff, referred to as “pack members.” The hotel chain chose Naples as its 22nd North American location and first Florida destination for its strong tourism base, accessibility via I-75 and proximity to the Paradise Coast Sports Complex. The resort has 500 suites, a 92,000-square-foot indoor water park and more than 600 jobs for workers who undergo extensive guest service training, including scenario-based exercises and creating meaningful moments for families.

Jason Bays, general manager of the Naples lodge, emphasized training as key to consistent service. 

“We equip them with the tools and empowerment to make it right for the guest so that they’re not waiting,” he said. “And we’re constantly reinforcing our guest service with our pack members,” in daily meetings.

Bays added that true friendliness goes beyond greetings. “It also means creating thoughtful, meaningful moments that make families feel valued. That resonates in remembering a child’s name or anticipating a guest’s need before they ask.”

Employee well-being is also centered through the brand’s “Be Pack Positive” program, launched in late spring, which supports mental health, healthy habits and social connections among staff. Bays said the initiative ensures employees feel valued and supported for jobs that might otherwise be oversimplified.

“When our pack members feel cared for, they're going to be able to pass some of that same care and energy on to our guests,” Bays said. “It really starts with how we support our pack to be successful in their roles.”

Collins stressed the need to view hospitality as a skilled profession. 

“Many people look at hospitality and the hospitality industry as a job anybody can do,” he said. “Nothing could be further from the truth. It’s a very challenging profession … you have to have interpersonal skills, you have to have patience, be able to multitask, keep track of lots of things all going on at once; plus, it’s physically demanding and exhausting to be on your feet for eight or ten hours.”

For Collins, the heart of the issue comes down to empathy, which he said is critical for hospitality venues to emphasize:

“You need to create a culture where your staff genuinely and sincerely cares and connects with your guests on a human level because it boils down to humans providing services to humans.”

As Florida contends with its ranking, both Collins and Bays emphasized that the solution lies in people: training, valuing staff and keeping human connection central. As Collins put it, “When you, as a service provider, really let the guests know you genuinely care about their experience and their stay, then they appreciate that and the perception of service level goes through the roof.”