Introduction to the Net Promoter Score^®

Over the past decade, there have been substantial shifts in tourism that have resulted in the growing importance of the delivery of outstanding travel experiences. High satisfaction with travel experiences is critical to achieving increased visitor spending, longer stays, repeat visits and positive word-of-mouth referrals. Destination advocacy, either face-to-face or through electronic media, is critical in attracting first time visitors to British Columbia.

To address these shifts, a key goal of Destination BC’s corporate strategy is for British Columbia to become the most highly recommended destination in North America. The Net Promoter Score® (NPS®)², developed by Frederick Reichheld and Bain & Company in 2002, is a simple metric that can be used to measure the intention to recommend/refer a travel destination, organization or sector and is also an indicator of overall satisfaction with the travel or customer experience. Therefore, Destination BC actively encourages its tourism partners (e.g. businesses, communities, sectors) to measure and increase their NPS. This document provides an introduction to what the NPS is and how it is currently being used in the tourism industry.