​​NPS Isn’t Just a Number: It’s Your Most Powerful Growth Lever 

why-nps

    Joanna McNally, Director of Customer Experience at ComOps, has seen firsthand how Net Promoter Score (NPS) can shape—and sometimes reshape—a hotel or casino’s success trajectory. 

    More than just a data point, Net Promoter Score (NPS) acts as a leading indicator of customer sentiment, loyalty, and long-term revenue potential. 

    But when it’s misunderstood or underutilized, organizations risk missing the very signals that can drive real, sustainable growth.

    Let’s explore how hospitality leaders can move beyond the number and use NPS as a strategic tool to build guest loyalty and revenue.

    Why Net Promotor Score?

    The Problem: Measuring Loyalty Without Taking Action

     
    NPS is one of the most widely used benchmarks in the hospitality industry. It asks one simple question: How likely are you to recommend us to a friend or colleague? The answers give you a snapshot of customer sentiment—but too often, that’s where it stops.
     
    “It measures the customer sentiment and how likely they are to recommend you or your brand to their friends and colleagues,” says McNally. “Plus, it’s the standard benchmark for hospitality companies worldwide.”
     
    The issue isn’t the score itself; it’s what happens after it’s collected. Many teams focus on the number without a clear roadmap for turning insights into improvements—and that’s where opportunity gets lost.
     
     

    Loyalty Erodes When Signals Are Ignored

     
    Loyal customers are more than happy guests—they’re cost-saving engines for your business. When hotels and casinos fail to act on NPS insights, they don’t just miss a chance to delight guests; they also invite churn.
     
    McNally explains, “The higher your NPS, the more loyal your customers are. And that means you’ll have less churn. Plus, we all know that it’s less expensive to retain existing customers than it is to acquire new ones.”
     
    However,  many teams make a critical mistake: they react to negative feedback (detractors) but fail to go deeper. 
     
    McNally warns, “Responding to detractors is a great start, but shifting from a reactive to a proactive approach for problem-solving really is key.”
     
    Without a strategy to close the loop and improve specific experiences, the damage compounds. 
     
    You’re not just losing a single stay—you’re losing future revenue, referrals, and brand advocates.
     
     

    Use NPS as a Strategic Compass

     
    To unlock the full power of NPS, hospitality teams need to treat it as a strategic feedback loop—not a vanity metric. 
     
    McNally offers practical, actionable advice for improving NPS in a way that drives long-term gains.
     
    1. Focus on the Passives
       
      “One way is to focus on the passive segment, which are those sevens and eights,” says McNally. “They’re the ones that you can turn into promoters with the least amount of effort
       
      Passives often get overlooked—they’re not complaining, but they’re not raving either. But with targeted effort, this group can shift into promoters. A thoughtful follow-up, personalized service recovery, or even a small surprise can go a long way.
    2. Dig Into the Topics That Drag You Down
       
      Don’t just look at the score—look at what’s behind it. What topics are dragging your NPS down?
       
      McNally advises, “Start making improvements. For example, a casino might have a negative impact on the smoking topic. Now, while you might not be in the position to remove smoking completely from the property, are there other minor adjustments that you could make?”
       
      From signage to designated areas to employee training and ventilation, incremental changes in key areas can improve guest perception, even if the root issue can’t be fully eliminated.
    3. Build a Feedback-First Culture
       
      Your NPS strategy is only as strong as the internal culture behind it. Are your front-line teams empowered to resolve issues? Are you closing the loop and showing guests that their voices matter?
       
      Investing in the systems and culture to act on feedback proactively turns your NPS program into a revenue engine, not a reporting requirement.

     The Bottom Line: NPS Is a Growth Strategy Disguised as a Score

     
    At its best, NPS is a powerful predictor of the future. When used intentionally, it reveals what matters most to guests and where you have room to grow. It becomes a missed opportunity when ignored or treated as just a number.
     
    “I really believe that there are small improvements that you can make to improve a particular topic while not completely overhauling it—and make improvements to your NPS,” says McNally.
     
    Your guests are telling you exactly what they need. 
     
     
    The only question is: are you listening, and are you ready to act?
     

    HAVE QUESTIONS?  CONNECT WITH US.