What makes guests not only choose a hotel but also return and tell others about their experience? For Best Western, it’s more than just offering a comfortable bed—it’s about creating a welcoming atmosphere, offering consistent service, and paying attention to the little details that make each stay memorable.
This kind of loyalty doesn’t happen by accident. It’s measured through a metric called Net Promoter Score (NPS), which helps to understand how likely guests are to recommend a hotel based on their experiences.
In this blog, we’ll explore Best Western’s NPS, analyze its performance against industry standards, and explore the factors that impact customer satisfaction.
What is Net Promoter Score?
Net Promoter Score (NPS) is a popular way for companies to find out how happy their customers are and whether they’d recommend the company to others.
It all starts with one simple yet powerful question that helps businesses understand customer loyalty and satisfaction:
“How likely are you to recommend us to a friend or colleague?”
Customers answer on a scale from 0 (not at all likely) to 10 (extremely likely).
Based on their answers, people are grouped into:
- Promoters (9–10): They love your brand and will likely spread the word.
- Passives (7–8): They’re fine with your service but not excited enough to promote it.
- Detractors (0–6): They’re not happy and might even discourage others from using your service.
To calculate your NPS, just subtract the percentage of Detractors from the percentage of Promoters:
NPS = %Promoters − %Detractors
If 60% of your customers are Promoters and 20% are Detractors, your NPS is +40. That’s calculated by subtracting Detractors from Promoters: 60 – 20 = 40. Passives (7–8 scores) don’t affect the score but still offer useful feedback.
Best Western NPS Performance
According to QuestionPro’s Q1 2025 Benchmarking NPS and CSAT Report, the average Net Promoter Score (NPS) for the hotel and hospitality industry is 44. Best Western records an NPS of 42, placing it just below the industry benchmark and indicating a generally positive level of customer satisfaction.
Here’s a detailed breakdown of how customers responded to their experience with Best Western:
- Promoters: 56%
- Passives: 30%
- Detractors: 14%
The strong percentage of promoters reflects a solid base of loyal guests. However, the 30% of passive customers who are satisfied but not enthusiastic present an opportunity for improvement.
Converting these passives into promoters could significantly boost Best Western’s NPS and strengthen overall customer loyalty. Reducing the 14% of detractors through enhanced service and personalized experiences can also help elevate the brand’s standing within the industry.
How Does Best Western NPS Score Compare to Industry Benchmarks?
Best Western comes in with a Net Promoter Score of 42—just under the hotel and hospitality industry average of 44, according to QuestionPro’s Q1 2025 Benchmarking NPS and CSAT Report. While it’s close to the benchmark, the score shows that there’s still some ground to cover in creating truly standout guest experiences.
The good news? Most guests have a positive view of their stay. But with nearly a third falling into the passive category and a small group of detractors, there’s an opportunity to fine-tune the experience.
A few thoughtful changes could help Best Western boost loyalty, increase recommendations, and move above the industry average in future reports.
These findings are drawn from QuestionPro’s Q1 2025 Benchmarking NPS and CSAT Report, based on real feedback from 1,000 participants across major hospitality brands. The report is updated quarterly and offers valuable insights to help you assess your own customer experience performance.
Download the full report today to explore how your brand compares and where opportunities for improvement lie.
What is Impacting Best Western NPS?
Best Western’s NPS is being held back by several recurring customer pain points. Despite having loyal customers and comfortable accommodations in many locations, the following issues are affecting overall satisfaction and reducing customer advocacy:
- Inconsistent Customer Service Experiences
Multiple guests report feeling dismissed or disrespected by front desk staff and customer service representatives. From rude attitudes to poor conflict resolution, these interactions are turning potential Promoters into Detractors.
- Billing and Reservation Issues
Guests frequently mention being double-charged, experiencing misleading online booking processes, and facing resistance when seeking refunds or corrections—contributing to frustration and mistrust.
- Lack of Accountability in Problem Resolution
When problems arise—whether with amenities, maintenance, or security—customers often feel abandoned by the chain. Best Western’s franchise model and third-party services lead to a lot of finger-pointing, leaving guests without clear resolutions.
- Unmet Expectations for Cleanliness and Amenities
Several reviews note subpar room conditions, broken fixtures, and missing promised amenities like balconies. These gaps between marketing and reality result in disappointment and lower NPS scores.
- Loyalty Program Devaluation
Long-time business travelers feel let down by recent changes to the rewards program, such as reduced elite status thresholds and less valuable vouchers, prompting some to reduce or end their loyalty to the brand.
These factors are collectively holding Best Western back from exceeding industry benchmarks, despite having the potential to do so with stronger service consistency and customer care.
How to Measure and Enhance Your NPS?
Looking to strengthen customer loyalty and grow your business? Improving your Net Promoter Score (NPS) is a smart place to start—and with tools like QuestionPro, it’s easier than ever.
Here’s a practical guide to measuring your NPS and using the insights to make meaningful improvements:
1. Start with a Simple Survey
Kick things off by sending a quick NPS survey. Use a straightforward question like:
Follow it up with an open-ended question like “What influenced your score?” to dig into the real reasons behind customer opinions.
2. Reach the Right People
Get your survey in front of your audience through the channels they use most—whether that’s email, SMS, QR codes, or direct link.
Need specific types of responses? With QuestionPro Audience, you can zero in on your ideal respondents based on demographics, job roles, location, and more.
3. Watch Insights Come to Life
As feedback rolls in, QuestionPro automatically organizes your data into categories:
- Promoters
- Passives and
- Detractors
An interactive dashboard gives you a clear view of trends, satisfaction gaps, and areas for improvement—all in real-time.
4. Turn Feedback into Action
NPS data only matters if you do something with it. Use the insights to fix what’s not working, celebrate what is, and create a better customer experience. Compare your score to industry benchmarks to see where you stand.
5. Keep the Momentum Going
NPS isn’t a one-and-done activity. With ongoing tracking in QuestionPro, you can monitor changes over time, address issues early, and keep your customer relationships strong.
Explore the Q1 2025 NPS Benchmark Report to see how top companies are using feedback to drive real growth.
Need help getting started? Connect with the team at QuestionPro for customized guidance and next steps.
