NPS Benchmarks in Spain

Last update: June 1, 2026

Next update: July 1, 2026

What this benchmark says about Spain

This page tracks how customer loyalty compares across businesses in Spain. The current benchmark for May 2026 is 31.6, giving teams a national reference point before drilling down into city-level differences and industry-specific patterns.

Country pages are especially useful when you need to separate local volatility from broader market movement. They help you see whether a change in your own NPS is a company issue, a regional pattern, or part of a wider shift in customer expectations.

Barcelona currently leads the visible city-level benchmark set at 34.6, while Luxury Goods is the strongest industry in Spain at 47.1. Those two reference points help frame what “strong” looks like in this market right now.

Key insights

  • Barcelona is currently the strongest visible city benchmark in Spain with an NPS of 34.6.
  • Luxury Goods is currently the strongest industry benchmark in this market with an NPS of 47.1.
  • Use the city and industry tables below to distinguish nationwide trends from more localized performance patterns.

How to interpret this benchmark

  • Compare your own score first with the national benchmark, then with the strongest city and strongest industry to understand whether your gap is structural or local.
  • A country benchmark is most useful when local results are noisy. If your city is moving differently from the national line, that often points to local competition or regional demand shifts.

Spain

Spain NPS (Overall)

Last Month31.60.00 pts
6 Months Ago31.5-0.10 pts
12 Months AgoN/An/a

Spain NPS Evolution (Overall)

Top markets this month in Spain

  • Barcelona is currently at 34.6 NPS.
  • Valencia is currently at 34.1 NPS.
  • Madrid is currently at 33.1 NPS.

Biggest movers this month in Spain

  • Seville shows the strongest month-over-month gain at +0.5 pts.
  • Madrid shows the weakest month-over-month move at -0.3 pts.

Spain's Cities Overview — All Industries combined

# City NPS Δ vs 1M Δ vs 6M Δ vs 12M
1 Barcelona 34.6 -0.10 pts -0.70 pts n/a
2 Bilbao 31.1 -0.10 pts +0.30 pts n/a
3 Las Palmas de Gran Canaria 30.7 -0.20 pts +0.10 pts n/a
4 Madrid 33.1 -0.30 pts -0.20 pts n/a
5 Malaga 32.9 +0.20 pts -0.50 pts n/a
6 Murcia 29.3 -0.30 pts -0.40 pts n/a
7 Palma 31.2 0.00 pts +0.10 pts n/a
8 Seville 31 +0.50 pts +0.50 pts n/a
9 Valencia 34.1 -0.20 pts -0.40 pts n/a
10 Valladolid 29.1 0.00 pts 0.00 pts n/a
11 Zaragoza 31.1 +0.40 pts +0.10 pts n/a

Industries Overview — Spain (All Cities Combined)

# Industry NPS Δ vs 1M Δ vs 6M Δ vs 12M
1 Airlines 29.9 +0.20 pts -0.20 pts n/a
2 Apparel 28.5 +0.10 pts 0.00 pts n/a
3 Automotive Dealers and Service 32.8 -0.20 pts -1.10 pts n/a
4 B2B SaaS: Core Apps 41.9 -0.20 pts -0.40 pts n/a
5 Car Manufacturers 35.7 -0.30 pts -1.00 pts n/a
6 Consumer Electronics 28.9 0.00 pts +0.40 pts n/a
7 Consumer Services 30.6 +0.30 pts +1.80 pts n/a
8 Cosmetics and Beauty 33.8 -0.20 pts -0.50 pts n/a
9 Energy and Utilities 16.9 -0.10 pts -0.50 pts n/a
10 Entertainment and Streaming 26.9 -0.20 pts -1.30 pts n/a
11 Fintech and Digital Banking 43.9 -0.30 pts +0.20 pts n/a
12 General Retail, Multicategory 27.9 +0.30 pts +0.70 pts n/a
13 Hotels and Resorts 45.3 +0.50 pts +1.70 pts n/a
14 Internet Service Providers 20.9 +0.20 pts +0.10 pts n/a
15 Luxury Goods 47.1 -0.10 pts -1.60 pts n/a
16 Packaged Food and Beverage 21.1 -0.30 pts 0.00 pts n/a
17 Quick Service Restaurants 29.5 -0.10 pts -1.00 pts n/a
18 Restaurants, Full Service 32.2 -0.10 pts +0.70 pts n/a
19 Sports Teams and Leagues 30.6 +0.30 pts +0.40 pts n/a
20 Supermarkets and Grocery 27.9 +0.20 pts 0.00 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
Madrid benchmarks
Top city benchmark
Malaga 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.

Methodology

We aggregate public review data from platforms such as Google, TripAdvisor, and Yelp via a multi-source API, ingesting continuously and snapping everything to monthly windows. Listings are matched to real businesses using name, address, and category signals; duplicates and closed venues are removed to protect panel integrity.

Every review passes spam and anomaly checks that include burst detection, reviewer history scoring, language verification, and platform cross-validation. We run NLP to identify intent and experience dimensions, map native 0–10 recommendation answers directly when present, and otherwise infer promoter, passive, and detractor classes from text and rating context with calibrated thresholds. For each industry and geography, NPS is computed as promoters minus detractors, with Bayesian smoothing to stabilize low-volume samples and confidence ranges published alongside the point estimate.

We normalize categories to a unified industry taxonomy, align time zones, standardize language, and apply weighting so large markets do not overpower smaller ones within a region. Monthly values are reported as exact snapshots, and a rolling three-month view clarifies trend direction while preserving month-to-month comparability. We publish a monthly NPS only when minimum sample size and coverage criteria are met, with methods, thresholds, and known limitations disclosed in the report's technical notes.

Finally, models and pipelines are audited continuously with backtests and drift checks, and any detected bias or source change triggers a documented review and re-calibration.

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