press release
Published: 12 February 2026

Tourists are fuelling exploitative working conditions by demanding cheap holidays, warns new research

Customers are playing a much bigger role in creating poor working conditions in tourism than most people think, according to a new study from the University of Surrey and Strathclyde University. The research argues that holidaymakers’ obsession with cheap travel is directly linked to low wages and harmful working environments for service staff.  

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The study, published in the Journal of Services Marketing, examined evidence across tourism and hospitality sectors worldwide and found that customer behaviour such as demanding ever lower prices and treating workers disrespectfully is contributing to insecure work harassment and a lack of dignity in tourism employment. 

Researchers reviewed how customers influence decent and dignified work. Their approach was based on analysis of international studies examining working conditions, consumer behaviour, willingness to pay, and labour standards across tourism. 

It is easy to blame companies for low wages or poor conditions to increase profit margins, but we must also recognise that a driving factor behind this is also customers who expect the cheapest possible holiday. That pressure is passed straight onto workers, and it is time for us all to take responsibility. Choosing respectful behaviour and being willing to pay a fair price can genuinely improve livelihoods. Dr Anke Winchenbach, Senior Lecturer in Tourism and Transport

The study also highlights evidence of widespread harassment of service workers including verbal aggression, threatening behaviour, and gender-based abuse with airlines and hospitality facing the highest levels. Many cases stem from a sense of entitlement among customers combined with a prevailing ‘customer is king’ attitude from both customers and travel companies. 

We want customers to recognise the real people behind their holiday experience. When we choose the cheapest option without thinking about what that means for staff, we are often rewarding businesses that cut back on wages and safety. If customers ask questions, choose responsible providers and value decent work we can raise standards across the industry. Research shows that fair pay and decent and dignified workplaces lead to improved staff wellbeing, better service, reduced staff turnover, and a healthier and more sustainable tourism sector overall. Dr Anke Winchenbach, Senior Lecturer in Tourism and Transport

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Dr Anke Winchenbach

Dr Anke Winchenbach

Senior Lecturer in Tourism and Transport

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