NPS Benchmarks in Spain

Latest benchmark period: July 2026

Data published: August 1, 2026

Spain benchmark at a glance

The current NPS benchmark for Spain is 31.5 for Jul 2026. This page compares 11 cities, 20 industries and 11 months of available history.

11
cities covered
20
industries compared
11
months analyzed
31.5
current benchmark

Coverage figures describe the number of markets and historical periods represented on this page. They are not a substitute for review-volume or survey-response sample sizes.

Key NPS Insights for Spain

Key findings calculated from the benchmark data shown on this page for Jul 2026.

Leading city

Barcelona currently has the highest benchmark among 11 cities in Spain with available data.

Leading industry

Luxury Goods is currently the highest-performing industry in Spain.

Cities above the national benchmark

4 of the 11 cities with available data currently perform above the Spain benchmark.

Monthly trend

Spain’s NPS benchmark remained broadly stable compared with the previous month.

Spain

Spain NPS (Overall)

Last Month31.6-0.10 pts
6 Months Ago31.6-0.10 pts
12 Months AgoN/An/a

Spain NPS Evolution (Overall)

Top markets this month in Spain

  • Barcelona is currently at 35.8 NPS.
  • Valencia is currently at 34.2 NPS.
  • Malaga is currently at 32.9 NPS.

Biggest movers this month in Spain

  • Barcelona shows the strongest month-over-month gain at +0.7 pts.
  • Palma shows the weakest month-over-month move at -0.7 pts.

Spain NPS Benchmark Analysis

The Spain NPS benchmark stands at 31.5 for Jul 2026. It provides a national reference across 11 cities with available benchmark data.

Barcelona records the highest visible city benchmark at 35.8. The highest and lowest city benchmarks are separated by 7.4 points. Performance is not uniform, but most comparisons remain within a moderately dispersed range.

4 of 11 cities currently exceed the national benchmark, showing a mixed distribution of performance around the aggregate reference.

Luxury Goods is the highest-performing represented industry at 46.5. This is 15.0 points above the national benchmark. The result shows why a national average should be combined with sector context before setting targets.

The Spain benchmark remained broadly stable compared with the previous month. One stable reading is useful context, but several periods are needed before concluding that performance has settled at a lasting level.

The report currently includes 11 months of history. This supports an initial directional comparison, although the series is still developing.

What This Means for Your Organization

  • Use 31.5 as the current national context, not as a universal target for every sector or location.
  • Compare your operating city with the national distribution before concluding that an organizational gap is company-specific.
  • Set targets against the relevant industry as well as the country average, because sector expectations can materially change what counts as strong performance.
  • Review several monthly updates before changing strategic targets in response to one short-term movement.

Spain's Cities Overview — All Industries combined

# City NPS Δ vs 1M Δ vs 6M Δ vs 12M
1 Barcelona 35.8 +0.70 pts +2.00 pts n/a
2 Bilbao 30.8 -0.10 pts -0.10 pts n/a
3 Las Palmas de Gran Canaria 30.4 +0.10 pts -0.70 pts n/a
4 Madrid 32.6 -0.20 pts -0.30 pts n/a
5 Malaga 32.9 0.00 pts -0.30 pts n/a
6 Murcia 28.4 -0.50 pts -0.70 pts n/a
7 Palma 30.7 -0.70 pts -0.60 pts n/a
8 Seville 30.7 0.00 pts -0.60 pts n/a
9 Valencia 34.2 +0.10 pts +0.50 pts n/a
10 Valladolid 29.2 -0.30 pts +0.10 pts n/a
11 Zaragoza 30.8 -0.30 pts -0.40 pts n/a

Industries Overview — Spain (All Cities Combined)

# Industry NPS Δ vs 1M Δ vs 6M Δ vs 12M
1 Airlines 30.0 +0.30 pts -0.10 pts n/a
2 Apparel 28.5 -0.30 pts -0.70 pts n/a
3 Automotive Dealers and Service 32.4 -0.10 pts -0.10 pts n/a
4 B2B SaaS: Core Apps 41.4 0.00 pts 0.00 pts n/a
5 Car Manufacturers 36.0 0.00 pts +1.70 pts n/a
6 Consumer Electronics 29.3 0.00 pts -0.40 pts n/a
7 Consumer Services 29.7 -0.40 pts -2.50 pts n/a
8 Cosmetics and Beauty 34.1 +0.20 pts +0.50 pts n/a
9 Energy and Utilities 16.5 -0.20 pts +0.30 pts n/a
10 Entertainment and Streaming 26.6 +0.10 pts +1.10 pts n/a
11 Fintech and Digital Banking 43.7 -0.20 pts -0.50 pts n/a
12 General Retail, Multicategory 28.6 +0.30 pts +0.30 pts n/a
13 Hotels and Resorts 44.8 -0.80 pts -1.60 pts n/a
14 Internet Service Providers 20.7 -0.30 pts -0.10 pts n/a
15 Luxury Goods 46.5 -0.60 pts +0.80 pts n/a
16 Packaged Food and Beverage 20.5 -0.40 pts -0.70 pts n/a
17 Quick Service Restaurants 29.8 -0.50 pts +0.90 pts n/a
18 Restaurants, Full Service 32.0 +0.30 pts -0.50 pts n/a
19 Sports Teams and Leagues 30.5 +0.20 pts -0.60 pts n/a
20 Supermarkets and Grocery 27.6 0.00 pts -0.10 pts n/a

Continue exploring related benchmarks

Compare nearby geographies and sector pages to understand whether benchmark shifts come from the local market, the national context or the industry itself.

Barcelona benchmarks
Top city benchmark
Valencia benchmarks
Top city benchmark
Malaga benchmarks
Top city benchmark
Madrid benchmarks
Top city benchmark
Luxury Goods benchmarks
Top industry benchmark
Hotels and Resorts benchmarks
Top industry benchmark
Fintech and Digital Banking benchmarks
Top industry benchmark

Frequently asked questions about Spain

A good NPS depends on the industry, but this country page gives you the national baseline for the latest month so you can compare your own score against an up-to-date market reference.

City scores can diverge because of local competition, service consistency, customer mix, review volume and seasonal demand patterns. That is why country-level and city-level views should be read together.

Start with the country to understand market context, then check the industry table to see whether your sector typically overperforms or underperforms the national average.

What does this report deliver?

The NPS Index Report gives you a clear view of customer loyalty across the markets that matter. Each month we compile Net Promoter Score benchmarks for key industries and break them down by country, region, and city. You see your space at a glance. Then you see your context. That combination turns NPS from a single number into a decision tool. Trends become visible. Seasonality is obvious. Outliers no longer trick you.

This report is built for operators and analysts who need to act. You get clean monthly snapshots, directional movement, and variance indicators that highlight where to dig. Want to know if your 3-point dip is noise or a real shift? You will know. Need to brief the team with one chart per market plus a short narrative? Done. Use the benchmarks to set realistic targets, size the gap to leaders, and test if new initiatives are moving the needle.

Data History

  • From January 2024: Data is available for Canada and the United States.
  • From September 2025: Data collection expands to include France, Spain, Italy and Germany.
  • From June 2026: Data collection expands to include Mexico, Portugal, Netherlands, Belgium, United Arab Emirates and Qatar.
  • From September 2026: Data collection expands to include Singapore, Australia, and New-Zeland.

Methodology

npsBench aggregates publicly available customer ratings and reviews from supported sources, including Google, Tripadvisor and Yelp. Records are organized by business, location and industry, then cleaned and standardized to reduce duplicate listings, inconsistent categories and differences between review platforms.

A proprietary normalization methodology converts heterogeneous rating and review signals into a standardized benchmark designed for external market comparison. Automated processing and AI-assisted analysis support classification and quality control, while benchmark publication depends on sufficient market coverage.

Results are organized into monthly periods so organizations can compare current performance with historical trends across industries, countries and cities. Coverage and history vary by market, which is why each page displays the number of cities, industries, countries or months represented in the available report.

npsBench benchmarks provide external market context and should be used alongside, not as a replacement for, an organization’s own NPS survey and Voice of the Customer program. Learn more on our methodology and technology page.

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