Net Promoter Score

How NPS Works

Net Promoter Score is calculated from a single question: "On a scale of 0 to 10, how likely are you to recommend this property to a friend or colleague?" Respondents are grouped into three categories based on their answer. Those who score 9 or 10 are Promoters — loyal enthusiasts who will actively refer others. Those who score 7 or 8 are Passives — satisfied but unenthusiastic guests who are vulnerable to competitive offers. Those who score 0 to 6 are Detractors — unhappy guests who can damage your reputation through negative word-of-mouth. The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. A property where 60 percent of respondents are Promoters and 15 percent are Detractors has an NPS of 45.

What Constitutes a Good NPS in Hospitality

NPS benchmarks vary by industry, and hospitality generally scores well compared to sectors like telecommunications or insurance. In the hotel industry, an NPS above 50 is considered strong, and scores above 70 are exceptional. Boutique and luxury properties tend to score higher than budget and midscale hotels because of the more personalised service they deliver. However, raw scores matter less than trends over time and how you compare to your direct competitive set. A score that is improving quarter over quarter indicates that operational changes are working, even if the absolute number has room to grow.

Why NPS Matters for Boutique Properties

For independent and boutique properties, word-of-mouth and personal recommendations are disproportionately important drivers of new bookings. Unlike major chains with substantial marketing budgets and loyalty programme databases, smaller properties rely heavily on guests who loved their stay telling others about it. NPS directly measures this propensity to recommend. Beyond the score itself, the follow-up question — "What is the primary reason for your score?" — is where the real operational insight lives. Promoters reveal what you are doing well and should protect. Detractors pinpoint specific failures that need addressing. This qualitative feedback is often more actionable than the number itself.

Collecting NPS Data and Understanding Its Limitations

The most common approach is to send a short email survey within 24 to 48 hours of checkout, when the experience is still fresh. Keep the survey brief — the NPS question, the open-ended follow-up, and no more than two or three additional questions. Response rates drop sharply with survey length. Aim for a response rate of at least 30 percent to ensure statistical relevance. It is worth noting that NPS has limitations as a standalone metric. It captures intent to recommend, not actual recommendation behaviour. It can be skewed by small sample sizes, which is a real concern for properties with fewer than 50 rooms. And it compresses a complex, multi-faceted experience into a single number. Use NPS as one input alongside review scores, direct feedback, repeat booking rates, and operational data to build a complete picture of guest satisfaction.