Net Promoter Score
NPS Benchmark Nordic Tour Operators 2023 is a Nordic benchmark study featuring data from 35 different tour operators operating in the Nordic region. The report presents NPS scores for the 24 largest tour operators, as well as the industry average. Additionally, it includes some key demographic background data per tour operator, such as average age, region, type of traveler (budget, safety, and premium categories), etc.
Each Tour Operator in the report is measured on a number of relationship drivers. These drivers or factors map a customer’s overall relationship with a brand and how the brand perception has been influenced by previous experiences. In the report, all relationship drivers per Tour Operator are presented in a benchmark with the industry’s worst and best results as well as the industry’s average for each relationship driver.
Each Tour Operator in the report is measured on a number of industry-specific driving factors. These are adapted to the industry’s specific conditions, and constitute a measure of how satisfied customers are with specific aspects of the suppliers’ product or service within a certain industry or industry sector.
While the average scores give a good idea of a company’s performance on different loyalty drivers, it is also worth considering the importance of each driver. By significance here is meant its likely effect in influencing a customer’s propensity to recommend a brand. Important drivers have a stronger association with the likelihood to recommend. Improvements in these aspects are likely to have a greater impact on customer loyalty than improvements in aspects that customers place a lower value on. To establish these relationships, a correlation analysis (Pearson’s r) is made of each individual driving factor with the probability of recommending (NPS).
In the report, this correlation analysis is done for each Tour Operator on each individual relationship and industry driver, which provides answers to how the individual driving factor affects loyalty (i.e. NPS).