NPS Benchmarks 2026

Hospitality NPS Benchmarks

Hospitality NPS captures the guest experience across hotels, resorts, and travel services. The industry is highly emotional, where memorable moments create promoters and service failures create vocal detractors.

Industry Average

39

Good

Top Quartile

64

Top 25% score

Bottom Quartile

10

Bottom 25% score

How Hospitality Compares to Other Industries

Technology
47
Retail
44
Real Estate
42
Automotive
39
Hospitality
39
Insurance
35

Showing average NPS scores. Higher is better. Scale: -100 to 100.

Top Hospitality Companies by NPS

CompanyNPS ScoreRating
Ritz-Carlton72World-class
Four Seasons68Excellent
Hilton52Excellent
Marriott48Good
Airbnb43Good

Key Hospitality NPS Insights

1

Personalized service is the strongest NPS driver in hospitality. Hotels that remember guest preferences and proactively address needs score 25-30 points higher.

2

Problem recovery has an outsized impact: guests who experience a problem that is resolved exceptionally well score higher NPS than guests who had no problems at all.

3

Loyalty program members score 18-22 points higher NPS than non-members, partly due to self-selection and partly due to better service tiers.

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Related Industry Benchmarks

Airlines NPS

Average: 30

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Retail NPS

Average: 44

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Real Estate NPS

Average: 42

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E-commerce NPS

Average: 45

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What Is a Good NPS Score for Hospitality?

A good NPS score for hospitality is anything above the industry average of 39. This puts you ahead of most competitors and indicates a healthy level of customer satisfaction. Scores in the top quartile (64+) are considered excellent and suggest strong customer loyalty that drives organic growth through referrals.

Keep in mind that NPS varies significantly within hospitality depending on company size, market segment, and geography. The most meaningful benchmark is your own trend over time. A company consistently improving its NPS is in a stronger position than one with a high but declining score.

How to Improve Your Hospitality NPS

Improving NPS in the hospitality industry starts with understanding what drives satisfaction for your specific customers. Here are actionable strategies:

  • Close the feedback loop. Follow up with detractors within 24-48 hours. Understanding their specific complaints and showing you care can recover 25-40% of detractors.
  • Identify your key drivers. Analyze open-ended NPS comments to find the themes that correlate most strongly with promoter and detractor scores. Focus improvement efforts on these high-impact areas.
  • Empower frontline staff. Give customer-facing teams the authority and tools to resolve issues on the spot. Escalation and wait times are among the top detractor drivers across all industries.
  • Measure consistently. Send NPS surveys at regular intervals using the same methodology. Quarterly relationship NPS supplemented by transactional NPS after key moments gives you both trend data and actionable insights.
  • Turn promoters into advocates. Make it easy for promoters to share their experience. Referral programs, testimonial collection, and review requests channeled to promoters can amplify their positive sentiment.

Frequently Asked Questions

What is a good NPS for hotels and hospitality?

A good NPS for hospitality is above 39, the industry average. Luxury hotels typically score 60-75, while mid-range hotels average 35-50. Economy hotels and motels often score 15-30. Boutique hotels tend to outperform chains in their price segment.

How do luxury hotels achieve high NPS?

Luxury hotels achieve high NPS through personalized service (remembering preferences, anticipating needs), empowered staff who can resolve issues on the spot, attention to detail in every touchpoint, and creating memorable moments that go beyond expectations.

What is the best way to measure NPS in hospitality?

Send NPS surveys within 24-48 hours of checkout via email. Include a brief open-ended question to capture specific feedback. Measure both overall NPS and touchpoint-specific scores (check-in, room, dining, etc.) to identify improvement areas.

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