What Makes a Flight Truly Enjoyable? Maybe it’s the cheerful crew greeting you at the gate, the hassle-free check-in, or the relief of knowing your bags fly free. You disembark thinking, “I’d choose this airline again and tell my friends to do the same.”
The Net Promoter Score (NPS) captures that moment of genuine satisfaction. For airlines like Southwest, NPS measures how likely passengers are to recommend the brand to others.
In this post, we’ll explore Southwest Airlines’ NPS, why it matters, and how it reflects its ability to turn routine travel into loyal, enthusiastic customers.
What is NPS?
Net Promoter Score (NPS) is a simple metric to measure customer loyalty. It starts with one question:
“On a scale of 0–10, how likely are you to recommend our products or services to a friend or colleague?”
Responses categorize passengers into three groups:
- Promoters (9–10): Loved the experience and will actively recommend Southwest.
- Passives (7–8): Satisfied but not enthusiastic enough to promote the brand.
- Detractors (0–6): Unhappy and may share negative feedback.
NPS = % of Promoters – % of Detractors
This score provides airlines with a clear snapshot of customer loyalty and areas for improvement.
Southwest Airlines NPS Performance
According to QuestionPro’s Q1 2025 Benchmarking NPS and CSAT Report, the airline industry’s average NPS is 33. Southwest Airlines stands out with a strong NPS of 48, reflecting strong passenger loyalty.
Breakdown of Southwest’s NPS:
- Promoters: 59%
- Passives: 30%
- Detractors: 11%
With nearly 60% of passengers eager to recommend Southwest and few detractors, the airline consistently delivers positive travel experiences.
How Does Southwest Airlines Compare to Industry Benchmarks?
Southwest’s NPS of 48 outshines the airline industry average by a significant margin. This gap highlights Southwest’s success in prioritizing passenger satisfaction through:
- No hidden fees: Free checked bags and no change/cancellation penalties.
- Friendly service: Crews are often praised for their warmth and humor.
- Reliable operations: A focus on punctuality and transparency during disruptions.
These factors help Southwest build trust and repeat business in a competitive industry.
These insights come from QuestionPro’s latest study, which surveyed 1,000 participants to measure NPS across leading companies and industries. The report is based on real customer feedback from Q1 2025 and is updated quarterly.
We invite you to download the full report. It’s a valuable resource for evaluating your company’s performance and determining your customers’ perceptions of you.
What Drives Southwest Airlines’s Strong NPS?
Southwest’s high score isn’t accidental; it’s the result of intentional strategies that resonate with travelers:
- Transparency & Value: Free baggage policies and straightforward pricing eliminate stress, making passengers feel they’re getting a fair deal.
- People-First Culture: Employees are empowered to go above and beyond, creating memorable interactions. Passengers frequently cite crew kindness as a standout feature.
- Operational Reliability: Efficient boarding processes and a strong on-time performance record reduce travel anxiety.
- Loyalty Rewards: The Rapid Rewards program offers flexible perks, turning occasional flyers into loyal advocates.
Together, these factors explain why customers aren’t just satisfied. They’re excited to return. Southwest Airlines delivers reliable, high-quality service that earns trust, loyalty, and glowing recommendations.
How to Measure and Enhance Your NPS?
Want to track and improve your NPS like Southwest? With QuestionPro, it’s simple:
1. Launch an NPS Survey
Use QuestionPro’s built-in NPS survey template, featuring the key question:
“How likely are you to recommend us to a friend or colleague?”
To go beyond the score, add the AskWhy follow-up. This open-ended question helps customers explain their rating in their own words, giving you a deeper understanding of what’s working and needs attention.
Distribute surveys via email, SMS, QR codes, or in-app notifications. With QuestionPro Audience, target specific traveler segments (e.g., frequent flyers).
3. Analyze Real-Time Results
Track Promoters, Passengers, and Detractors on a live dashboard. Identify trends, such as recurring complaints about boarding delays or baggage handling.
4. Act on Feedback
Address pain points (e.g., improving check-in efficiency) and benchmark your score against competitors.
With QuestionPro, you’re not just collecting scores. You’re building stronger relationships, improving service, and making every customer experience better than the last.
Stay Informed with the Latest NPS Trends
Want to know how top Airline brands earn loyalty and high NPS? Get the Q1 2025 NPS Benchmark Report to see how leading brands drive customer satisfaction and discover strategies to keep their customers returning.
Want to increase your NPS? Contact the experts at QuestionPro for proper advice on measuring and enriching customer satisfaction.
