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Net Promoter Score for Hostels

Dennis Pitcock
Written by Dennis Pitcock

The “Net Promoter Score” or NPS is the way big corporations measure their brand. These companies incorporate this metric into their strategies, so it is kind of a big deal. Basically, the NPS is the amount of customers who promote you over those who detract from you. It is that simple. They send a survey to rate the brand from 1-10, and group the results as following:

  • 9 – 10 are Promoters
  • 7 – 8 are Passives
  • 0 – 6 are Detractors

If you think of NPS while doing what you naturally do best, you’ll know your NPS is through the roof by all the praise, and bookings, you receive

 Then they take the “Net Promoters” by subtracting the detractors from the promoters, then divide that number by the total number of reviews. That is your NPS. You can look up the NPS of companies to get a feeling for it here.

Now not many of us have the branding budgets of Google or Marriot, however keeping the formula in mind can help us out big time, and many of us can account form numerous instances where this formula is applicable, but it helps to keep it in mind. Just think of past guests discussing their stay to another potential guest and the higher the NPS, the higher they will recommend you.

Avoid Detractors at All Costs

Ok. Detractors are practically unavoidable, unless you are in Lisbon. Here guests are unimpressed and even dissatisfied with their experience. When unimpressed, they will sway other guests away from you at the least, and even explain in horror of their experience at the worst. Detractors are those leaving bad reviews and worse. Have your staff ask the guests repeatedly if there is anything they need. Just a simple question can prevent detraction down the line. Be prepared to go the extra mile.

Satisfaction is Worthless

A satisfied customer is worthless nowadays. They stayed and are content, that is all. They are the equivalent of using “Good” or “Nice” as an adjective. Sure they are better than the detractors, but don’t expect them to do anything for you either. Do no expect good reviews, or for them to even review at all. Do no expend them to spread the word or their OK stay either. They are worthless, just as the NPS takes into account by removing them form the equation all together.

Every Guest Should be a Promoter

Picture the guest who stays, has such an amazing time they post about it on Facebook and Twitter, write about it in their Blog, and send 30 new guests your way as they spread the word about you in your feeder cities. That is the promoter you are looking for. They are beyond the satisfied guest, they are beyond the loyal guest, and they are the “Promoter Guest.” You need to cater your guest experience to do everything you can convert more guests into these, and you will prosper.

The only other thing you need is an adequate platform to feed off of the promotion these guests are giving you. Online you need to be active in social media and engage them in the blog space. Share their comments and reviews with other guests and thank them for their praise. Offline, you can use some branding goods like T-shirts, and perhaps some discount cards to hand to them to pass out “only to guests they qualify to stay.” The sky is the limit, and creativity really takes off in a space like this. If you think of NPS while doing what you naturally do best, you’ll know your NPS is through the roof by all the praise, and bookings, you receive.

Please Note: Net Promoter, Net Promoter Score and NPS are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.

About the author

Dennis Pitcock

Dennis Pitcock

Dennis jumped into the hostel industry after a summer backpacking Europe in 2008. He went from being a guest to a manager within weeks, and currently does consulting for large and small hostels alike in 3 continents. Prior, he worked in eCommerce, so he has passion for the tech side of the industry and is now deeply entrenched in the hostel and activities industry.

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