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A positive hotel Net Promoter Score (NPS) is a useful baseline: it means promoters outnumber detractors. Revinate’s hospitality guidance calls scores above 20 complimentary, above 50 excellent and above 80 “par excellence”—but those are contextual labels, not universal hotel-industry standards. Published results vary with the survey method, guest population, geography and period.
What counts as a good hotel NPS?
Use the score as a benchmark only after checking how it was produced. Revinate’s hospitality guidance offers one practical rule of thumb: above 20 is complimentary, above 50 is excellent, and above 80 is “par excellence.” A score above zero is a reasonable starting milestone because promoters exceed detractors; it does not, by itself, show that a property leads its market.
There is no single definitive industry average in the available benchmarks. For example, Revinate’s 2024 Hospitality Benchmark Report reports a global average of 55 for 2023, while QuestionPro reports 44 for its Hotel & Hospitality benchmark in Q1 2025. The different figures should not be read as a year-over-year change: their providers, samples and methods differ.
How published hotel benchmarks compare
| Source and period | Reported result | What it measures |
|---|---|---|
| npsBench, September 2026 | 44.4 | Hotels and resorts across 15 countries. A proprietary benchmark that normalizes public ratings and reviews, including signals from Google, Tripadvisor and Yelp; it is not a conventional guest NPS survey. |
| Revinate, 2024 report | Global: 50 in 2022; 55 in 2023. North America: 45 to 50; EMEA: 51 to 57; APAC: 53 to 59. | Reported NPS averages by year and region. The report’s figures are survey-based hospitality benchmarks, not directly interchangeable with review-derived indexes. |
| QuestionPro, Q1 2025 | 44 | Hotel & Hospitality benchmark. The cited figure is provider-specific; it should not be treated as identical in method or population to the other benchmarks. |
The September 2026 npsBench score is the most recent dated index in these figures, but its review-derived construction makes it a different kind of comparison from directly surveyed NPS results. npsBench recommends using its external context alongside an organization’s own survey and Voice of the Customer program.
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How to calculate NPS
A conventional NPS survey asks guests how likely they are to recommend a hotel or brand, using a 0-to-10 response scale. The standardized wording in Revinate’s report is: “On a scale of 0-to-10, how likely is it that you would recommend this brand to a friend or colleague?” Barceló’s 2024 report describes its item as: “How likely are you to recommend our hotel to family and friends?”
- Promoters: ratings of 9 or 10.
- Passives: ratings of 7 or 8.
- Detractors: ratings from 0 through 6.
Subtract the percentage of detractors from the percentage of promoters. The result ranges from −100 to +100; it is not a satisfaction percentage. As Revinate’s 2024 report puts it, “A score above zero means your hotel has more promoters than detractors.”
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What a hotel company’s score can—and cannot—tell you
Barceló Group reported these 2024 NPS values for its brands:
| Brand | Reported 2024 NPS |
|---|---|
| Royal Hideaway Hotels & Resorts | 78 |
| Barceló Hotels & Resorts | 57 |
| Occidental Hotels & Resorts | 49 |
| allegro hotels | 51 |
These are company-reported brand results, not an independent industry benchmark. They illustrate that scores can differ within one group; they do not establish what another hotel should achieve. The available sources also do not establish that any score threshold guarantees growth, profitability or guest retention.
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How to make a fair comparison
Before comparing your property with a published number or another hotel, establish whether the measures are genuinely comparable. Check:
- Collection method: direct survey responses or an index inferred from public reviews and ratings.
- Survey scope: relationship NPS for the brand or a survey tied to a particular stay or touchpoint.
- Question and scale: the exact recommendation wording and response scale.
- Who responded and when: the guest population, survey timing and response period.
- Market and hotel mix: geography and the types of properties represented.
- Benchmark period and treatment: the date range and the provider’s sampling or normalization approach.
In particular, do not describe npsBench’s 44.4 as though it came from the same process as the directly surveyed Revinate or Barceló figures.
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How hotels should use NPS
Track each property’s own score using a consistent question, method and timing. Review the score alongside guest comments and operational follow-up: the number alone does not explain why guests recommend—or do not recommend—a hotel. Use external benchmarks for context, not as a substitute for understanding your own guest feedback.
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