It found that more than a third of Kiwi hospitality and tourism workers experienced bullying and harassment by customers in 2025.
The findings reflected a workforce that remains highly committed and productive, but is strained by low pay, bullying and uncertainty about long-term career viability.
After surveying 957 workers across New Zealand’s hospitality and tourism industry, researchers found 35% of respondents experienced negative behaviour in 2025, up from 23% in 2024 and 2022.
Neurodivergent and ethnically diverse workers reported higher levels of bullying and harassment compared with neurotypical and New Zealand European workers.
Bullying and harassment by customers has doubled since 2024, while 52% experienced a sense of worthlessness, disillusionment or resentment associated with their work.
AUT School of Hospitality and Tourism associate professor David Williamson said understanding the reality of New Zealand’s tourism and hospitality workforce is essential to the long-term success of the industry.
“The survey shows a cohort that is committed to the industry, keen to upskill and contribute, but persistent problems around pay and conditions undermine workforce stability,” Williamson said.
“The reported employee experiences of low pay, high stress, and exposure to concerning levels of bullying and harassment are clearly linked to high levels of turnover intention.”
AUT School of Hospitality and Tourism associate professor David Williamson.
Pay and training
Concerns about pay fairness continue to persist, with less than half of workers (48%) feeling they are paid fairly, down 9% year-on-year.
More than half of the workforce (57%) earns below the 2025/26 Living Wage, and 36% reported pressure not to claim basic entitlements such as sick leave.
Two-thirds of respondents (66%) reported feeling tired as a result of their service work, while more severe psychological strain is also evident.
Around 43% reported feelings of hopelessness associated with working with customers, and 45% indicated they experience intrusive thoughts after difficult customer interactions.
Despite this, 70% of workers want more training and career pathways. However, only 53% of workers reported prospects of a promotion.
AUT Business School professor Candice Harris, who co-authored the study, said the tourism and hospitality workforce has long faced on‑the‑job challenges.
“By identifying both existing and emerging issues, this report highlights real opportunities to improve workers’ experiences and strengthen the sector overall,” Harris said.
The research also found that 24% of respondents identified as neurodivergent, up from 15% in 2024, with an additional 13% responding as unsure.
However, less than one-third of all respondents reported that their organisation actively raised neurodiversity awareness (27%) or improved employment practices regarding neurodiversity (28%).
AUT Business School professor Candice Harris
What can be done?
Williamson and Harris highlighted several recommendations that could be implemented to benefit the sector, beginning with targeting early-career retention.
The pair argue for focused workforce and training initiatives for workers under 30 and within their first three years to set them up for success.
Next is to frame retention and experience as core productivity assets, ensuring pay scales, training pathways, and public messaging reflect that hospitality and tourism careers build valuable expertise over time, not just entry-level experience.
Williamson and Harris recommend embedding neurodiversity-inclusive practices across existing workforce guidance, particularly to address bullying, sensory overwhelm and burnout.
The pair also suggested explicitly recognising customer-driven harm in safety frameworks, advocating for zero-tolerance abuse.
Finally, Williamson and Harris recommend aligning digital investment with frontline use to ensure AI tools are designed practically.
Industry reaction
Hospitality New Zealand chief executive Kristy Phillips said the report showed the hospitality and accommodation sector’s workforce remains highly motivated and proud of the work they do.
“The rise, though, in respondents who indicated they have personal experiences of bullying or harassment is an area of concern, with customers identified as the main offenders,” Phillips said.
“Too many people in hospitality are experiencing customer abuse. This is disappointing, and an issue we need to keep working hard to address to ensure hospitality remains a career of choice, and are amongst the issues Hospitality NZ is focused on addressing.
“This is an issue that will be a topic of discussion at the upcoming Hospitality Summit being held next month at Parliament in Wellington.”
As for the worker who was assaulted, they continue to work at the same establishment and have picked up another job at a cafe, although for fewer hours as they go on and off support from the Accident Compensation Corporation.
Despite the incident, the worker said they continue to work in the industry because they have done so since they were 17, and it is the only employment option readily available where they live.
Although, they said they wished there was more support available to them.
“If you don’t reach out to them, they don’t reach out to you. I understand it from a confidentiality standpoint, but unless you know it exists, you’re not going to get it.”
Tom Raynel is a multimedia business journalist for the Herald, covering small business, retail and tourism.
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