NPS (Net Promoter Score)

NPS (Net Promoter Score) is a guest loyalty and satisfaction metric that measures the likelihood of guests recommending a property or brand to others, expressed as a single number on a scale from −100 to +100. It is calculated from a single post-stay survey question: "How likely are you to recommend [hotel] to a friend or colleague?" scored on a 0–10 scale.

Formula

NPS = % Promoters (score 9–10) − % Detractors (score 0–6)

Respondents scoring 7–8 are classified as Passives and excluded from the calculation. The resulting score ranges from −100 (all detractors) to +100 (all promoters).

Example

A hotel sends a post-stay survey to 200 guests. 110 score 9–10 (Promoters = 55%), 30 score 0–6 (Detractors = 15%), and 60 score 7–8 (Passives = 30%).

NPS = 55% − 15% = +40

An NPS above +50 is generally considered excellent in the hospitality sector; above +70 is world-class.

Why it matters

In the hotel sector, where OTA review scores and word-of-mouth referrals directly influence ranking algorithms and booking conversion, NPS serves as an early-warning system for guest experience problems — often capturing negative sentiment before it surfaces as a public review on Booking.com, Expedia, or TripAdvisor. Many hotel groups track NPS alongside their public ORM scores to build a composite picture of guest satisfaction across both private and public feedback channels.

Brands that sustain high NPS scores tend to see correlated improvements in direct booking share: satisfied guests are more likely to bypass OTAs on repeat visits, booking directly and reducing distribution costs. NPS is therefore not just a guest-experience metric — it has a measurable impact on channel mix and profitability over time.

Related

• ORM (Online Reputation Management) — monitors and responds to public reviews; NPS captures the private feedback loop that precedes public sentiment
• Content Score — measures the quality of a property's OTA listing; a complementary metric focused on presentation rather than guest experience
• Conversion Rate — NPS improvements often drive higher direct conversion as returning guests search for the property by name rather than through OTA discovery