NTT Docomo Business X announced the results of the NPS (Net Promotor Score) benchmark survey 2025 for OTA,s in Japan, targeting Agoda, Booking.com, Expedia, Yahoo!Travel, icky.com, japan.net and Rakuten Travel.
NPS is a metric that measures customer loyalty, calculated from responses to the question, "Would you recommend to a friend or colleague?”
According to the results, the top NPS OTA was jalan.net (4.2 points), followed by ikyu.com (1.5 points) and Yahoo!Travel (-4.6 points). The average NPS was -11.1 points, and the difference of scores between the top and the bottom was 32.6 points.
jalan.net was highly valued in terms of ‘It offers products to meet needs’ or ‘It is easy to understand and use the app.’
報道資料より
NPS for AI users depends up personalized recommendations
For loyalty, users see ‘products to meet needs,’ ‘easiness to book or purchase’ or ‘easiness to use website or app’ as important factors for OTA.
On the other hand, users answered that ‘customer supports’ and ‘member benefits’ should be improved.
The survey results also find that 17.9% of all respondents have used AI. Out of them, 68.1% said that AI recommendations fit their tastes very much or to some extent, and their NPS was 12.5 points.
Also, NPS was 19.5 points when users feel safe in traveling, which means that a sense of security directly leads to improved corporate image and service reliability.
