What's a good NPS (Net Promoter Score) in the the hospitality industry?
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First, what is NPS?
The NPS is therefore one of the ways used in the hotel industry to measure customer loyalty. The higher this score out of 100, the more your customers praise you. This index is based on a simple question. How likely are you to recommend our establishment? Respondents are asked to give an answer between 0 and 10 (0 being that they would not recommend your hotel). Their answers are then divided into three categories:
- Promoters (scores of 9 and 10): these are satisfied customers. They are likely to strongly recommend your hotel.
- Passives (scores of 7 and 8): these are satisfied customers who are not enthusiastic about recommending your hotel. They're considered passive - they don't know whether to recommend your hotel or not. This doesn't mean they're detractors!
- Detractors (scores between 0 and 6): these are customers who are unhappy with your hotel. They can make negative comments and will drive away future customers.
How to calculate NPS?
It's very simple. Subtract the percentage of detractors from the percentage of promoters. The result will vary between -100 and +100. A high score means greater customer loyalty.
Why is this index so important?
First, it gives you the true picture of the type of clientele you have. It tells you whether your customers are satisfied or dissatisfied with your services, and helps you identify areas for improvement. It would be frustrating for an owner to think that his customers are satisfied, when in fact they're not. Worse still, it could give your hotel a bad name. Another important point is that this score allows you to compare yourself with other hotels in the same region, offering the same type of services.
What is a good NPS in the hotel industry in 2025?
Generally speaking, and in the hotel industry, an NPS of 20 or more is considered good, but nothing more. This means that you still have a fair share of more or less negative opinions about your hotel and its services. A score of 50 is excellent. The score you get depends very much on your hotel's style and market (luxury hotels, mid-range hotels, budget hotels, etc.). For example, a luxury hotel won't score the same NPS as a country hotel (inn, B&B).
A positive NPS (above 0) is always a good sign, as it means you have more promoters than detractors. However, ideally you should aim for a score between 30 and 40, especially if you are targeting a demanding clientele, international customers or frequent travelers, who are generally more demanding.