Understanding Key Metrics
Now that you understand how our survey is sent to our I Prefer Members, we’ll explain how we use the two key metrics to measure your success.
Net Promoter Score (NPS)
Net Promoter Score (NPS) is an industry metric used to measure customer loyalty and satisfaction. It's based on the question: "On a scale of 0 to 10, how likely are you to recommend (your hotel) to a friend or colleague?"
Based on the response, Members are categorized into three groups:
- Detractors (score 0-6): These Members are unhappy with their experience and may potentially damage the program’s or hotel's reputation by sharing negative feedback.
- Passives (score 7-8): These Members are satisfied but not necessarily enthusiastic. They are less likely to actively promote the program or hotel.
- Promoters (score 9-10): These are highly satisfied Members who are likely to recommend the program or hotel to others. (These are the two highest scores you can get.)
Our survey rates how happy our Members are after their stay using a scale from 0 to 10. The higher the score, the better!
When you look at the chart, think of it as a traffic light: green is good, yellow (orange) is okay, and red is not so good. So, the more green you see, the happier our Members are!
To calculate the score, first, take the % that scores your hotel a 9 or 10 (Promoter) and subtract it from the % that scored the hotel a 6 or below(Detractors).
This will provide you with the hotel's NPS score. The score can range from -100 to 100. The industry average for NPS is 42.9.
A positive Net Promoter Score (NPS) shows that most customers are Promoters, indicating that your guests are generally inclined to recommend your hotel. Conversely, a negative NPS indicates more Detractors, meaning that guests are generally dissatisfied with their experience and unlikely to return or recommend your hotel.
Here’s a brief guide to understanding the color dial and what each color represents
OVERALL SATISFACTION (OSAT)
The second key metric to measure your success is Overall Satisfaction (OSAT).
OSAT is a real-time measurement of member satisfaction with I Prefer, typically assessed with a question such as, “How satisfied were you with the I Prefer member experience and benefit offered to you during this stay?”
When it comes to OSAT, keep in mind that the more surveys come through, the more meaningful your score will be. If you have a larger number of responses, it will provide a better glance of how satisfied your guests are in terms of overall satisfaction.
Calculating the OSAT Score:
OSAT takes positive member responses, scored on a 0-10 scale with 9s and 10s being the highest (in the green), and dividing the total of those by the total number of responses.
The current industry average for OSAT is 73%.
Example: 97 / 103= 94%
NPS and OSAT industry averages are subject to change over time due to various factors. We are committed to providing up-to-date stats and will continually update our resources as new industry averages become available.