NPS in Hospitality: The Industry’s Most Misunderstood Metric

For years, I have seen hotels celebrate an NPS of 60 as though they had won a trophy… and others panic over a 35 as if the property were on the verge of collapse. The problem is not the figure. The problem is how it is interpreted. And, more importantly, what decisions are made afterwards.

The Net Promoter Score (NPS) has become one of the most widely used metrics in hospitality, tourism and customer experience. It appears in executive meetings, corporate dashboards, quality reports, team bonus schemes and owner presentations. Yet paradoxically, the more it is used, the less well it seems to be understood.