What makes guests not only return to a hotel but also recommend it to others? It often comes down to more than just a good night’s sleep. It’s about consistency, attention to detail, and those unexpected touches like a staff member remembering your name or going the extra mile to make a celebration special.
This kind of loyalty doesn’t happen by chance. It’s captured through a metric called Net Promoter Score (NPS), a reliable measure of how likely customers are to recommend a brand based on their experiences.
In this blog, we’ll explore how Marriott NPS score compares to industry benchmarks, what boosts their strong performance, and why this score matters for businesses focused on customer loyalty. You’ll also discover insights from real guest reviews and see how Marriott turns everyday stays into stories worth sharing.
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
So if 60% are Promoters and 20% are Detractors, your NPS is 40.
Marriott NPS Performance
According to QuestionPro’s Q1 2025 Benchmarking NPS and CSAT Report, the average NPS for the hotel and hospitality industry is 44. Marriott International surpasses this benchmark with an impressive NPS of 51, highlighting strong customer loyalty across its global network of properties.
To better understand how Marriott achieved its strong Net Promoter Score, let’s take a closer look at the breakdown of customer responses:
- Promoters: 60%
- Passives: 31%
- Detractors: 9%
Marriott’s score reflects a loyal and satisfied customer base, with the majority of guests expressing a high likelihood of recommending the brand. The low percentage of detractors suggests that most visitors enjoy a positive experience during their stay.
By staying ahead of the industry average, Marriott demonstrates a continued commitment to:
- Quality
- Personalized service
- Guest satisfaction
These are the key drivers of long-term brand advocacy and customer retention.
How Does Marriott Compare to Industry Benchmarks?
When it comes to guest satisfaction and loyalty, Marriott International stands above the crowd with an NPS of 51, outperforming the hospitality industry average of 44.
This strong score signals that Marriott guests are not only satisfied but also enthusiastic about sharing their positive experiences with others. It’s a testament to Marriott’s dedication to comfort, service excellence, and consistency across its wide range of properties.
Here’s what drives Marriott’s above-average performance:
- 60% of guests are Promoters, showing strong brand loyalty
- Only 9% are Detractors, indicating minimal dissatisfaction
- A relatively large group of Passives (31%) suggests there’s still room to turn satisfied guests into loyal advocates
Marriott’s ability to exceed the benchmark highlights its effective guest engagement and service delivery strategies, which are core elements in building lasting customer relationships.
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 Contributes to Marriott’s Higher Net Promoter Score?
Marriott’s strong Net Promoter Score of 51, well above the hospitality industry average of 44, is no coincidence. It’s driven by consistent excellence and genuine care across properties. Here are some reasons why the guest would recommend Marriott:
- Exceptional and Personalized Customer Service
From receptionists who go the extra mile to managers overseeing seamless events, Marriott employees are often described as warm, attentive, and proactive. Their dedication to making each stay special directly translates into strong customer loyalty.
- Consistently Clean and Comfortable Accommodations
Whether in budget brands or flagship locations, Marriott guests appreciate the comfort of clean, well-maintained rooms with thoughtful amenities, such as walk-in showers, high-quality toiletries, and quiet environments—even in bustling city centers.
- Memorable Guest Experiences
Stories like birthday celebrations that exceed expectations or heartfelt gestures (like hand-delivering a forgotten cake) create emotional connections. These experiences often turn guests into vocal brand advocates.
- Strategic Locations and Practical Offerings
Marriott hotels are often praised for being conveniently located near major attractions, business centers, and transport hubs. Combined with offerings like included breakfast, kitchenettes, and tech-friendly rooms, the value proposition appeals to both business and leisure travelers.
- Brand Trust and Reliability
Frequent travelers and long-time customers consistently point to Marriott’s dependability. Across cities and categories, guests know they can count on the brand for professionalism, cleanliness, and comfort at a reasonable price.
How to Measure and Enhance Your NPS?
Want to improve your NPS? QuestionPro makes it simple to get started and see real results.
Here’s how to launch your Net Promoter Score program and use the insights to boost customer satisfaction:
1. Launch a Quick NPS Survey
Start with a simple feedback survey using QuestionPro’s ready-to-use templates. Include the key NPS question (on a 0–10 scale)
And follow it up with an open-ended prompt like: “What’s the main reason for your score?”
This helps you uncover the AskWhy behind customer sentiment.
2. Reach Your Target Audience
Share your survey across channels your audience prefers:
- SMS
- QR codes or
- Direct links
Need specific responses? With QuestionPro Audience, you can target by location, age, job title, and more.
3. See Real-Time Results
As responses come in, QuestionPro automatically sorts them into Promoters, Passives, and Detractors. Your interactive dashboard highlights trends and problem areas at a glance—no manual sorting required.
4. Act on Customer Feedback
The real value of NPS is in what you do with it. Use customer comments to fix pain points, enhance experiences, and build loyalty.
Benchmark your score against others in your industry to see how you compare and where you can grow.
5. Keep Tracking for Long-Term Success
With QuestionPro, NPS tracking becomes a continuous part of your customer strategy. Stay ahead of issues, monitor changes over time, and keep your customers happy and engaged.
Explore the Q1 2025 NPS Benchmark Report to see how leading brands are turning feedback into business growth.
Ready to take your NPS to the next level? Talk to the experts at QuestionPro for customized support and actionable strategies.
