Net Promoter Score - a metric measuring guest loyalty by asking how likely they are to recommend your hotel on a 0-10 scale.
Net Promoter Score (NPS) is a widely used loyalty metric that measures how likely guests are to recommend your hotel to others. Guests rate on a 0-10 scale and are classified as Promoters (9-10), Passives (7-8), or Detractors (0-6). NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters, yielding a score from -100 to +100. In the hotel industry, NPS is a key predictor of repeat bookings, positive reviews, and word-of-mouth referrals.
NPS captures the emotional relationship between a guest and your hotel. High NPS correlates with higher direct booking rates, more positive online reviews, and increased lifetime guest value. It's a leading indicator - changes in NPS often precede changes in revenue performance. Hotels use NPS to identify service gaps, benchmark against competitors, and track the impact of improvement initiatives.
NPS is calculated from a single survey question: 'On a scale of 0-10, how likely are you to recommend us?'
NPS = % Promoters (9-10) - % Detractors (0-6) Result ranges from -100 to +100
Example:
If 100 guests respond: 60 rate 9-10 (Promoters) = 60% 25 rate 7-8 (Passives) = 25% 15 rate 0-6 (Detractors) = 15% NPS = 60% - 15% = +45
