A recent trends report by restaurant technology provider Toast highlights how tipping culture in the United States is evolving, revealing regional differences in generosity and growing public fatigue with gratuities. The study, published in June 2025, offers insights for observers beyond America as global service norms shift.
The core finding ranks U.S. states by digital tipping, using data from Toast’s checkout system. Delaware led with an average tip of 22.1% in the first quarter of 2025, followed by West Virginia and New Hampshire at around 21% or more. California and Washington posted the lowest digital tips, at about 17.3% and 17.8% respectively. This pattern suggests how regional cost of living, hospitality expectations, and local service traditions shape tipping behavior. Researchers note that lower-cost areas in the Northeast and South may tip more, while higher-cost states see more hesitancy to add extra percentages.
Beyond the numbers, the study captures a broader mood: many consumers are dissatisfied with tipping as a practice. A Bankrate survey cited in the report shows 63% of Americans express negative views toward tipping, up from 59% the previous year. Critics argue that digital prompts and preset tip options push customers toward higher gratuities. A typical reaction resonates across social media: tipping culture has “gotten out of control.”
Despite this frustration, actual tipping rates among core service professions have remained relatively stable. Tips for full-service restaurant staff rose slightly from 19.3% to 19.4% quarter over quarter, while fast-service tips linger around 15.8%. Personal services, such as hairdressing, show little change, underscoring the persistence of established habits even as attitudes shift.
The rise of pre-entered tip prompts on point-of-sale devices has also drawn criticism. About 38% of Americans report feeling annoyed by these prompts, up from 34% the year before. Notably, 27% say they tip less because of automated screens, and only 11% say the prompts make them more generous. In short, convenience technology may erode goodwill if not used thoughtfully.
Experts caution that pressuring customers to tip more—across more contexts—could backfire for workers and businesses alike. A Bankrate senior industry analyst notes that tipping remains a fixture in American life, even as reforms gain traction. The report shows growing support for changing practices, with 41% of respondents wishing higher wages were paid by businesses rather than relying on tips, up from 37% last year.
For Thai readers, the U.S. tipping debate offers timely reflections for local hospitality and tourism. Thailand has historically embraced a non-mandatory tipping culture, but rising tourism and international brands have introduced Western gratuity expectations. In Bangkok, many upscale hotels and restaurants include a service charge, while some taxis and delivery riders expect small tips from international visitors. Yet many street vendors and traditional eateries still rely on a customer’s discretion rather than a formal tip.
Thai hospitality professionals see lessons in this U.S. conversation. An official from a leading Bangkok hospitality association argues that the backlash against tipping prompts is a reminder not to pressure guests or undermine genuine service. With digital payments expanding in Thailand, operators should avoid intrusive gratuity requests and instead focus on transparent wages and respectful service.
Local studies also suggest that “service charge fatigue” can affect satisfaction among families and young professionals who frequent chain outlets that mirror international tipping norms. If unchecked, growing expectations around tipping and abundant prompts could dent trust in hospitality—a concern aligned with the Thai value of nam jai, or spontaneous generosity, which remains central to social exchange.
The takeaway for Thai policymakers, employers, and consumers is practical. Hotels and restaurants should be transparent about service charges and ensure fair wages, while educating guests about voluntary tipping where appropriate. Thai diners and visitors should respect local customs while enjoying hospitality that remains rooted in warmth and attentiveness.
In short, the American tipping conversation illustrates a universal challenge: balancing digital convenience with human graciousness. Thailand can learn from these tensions—preserving the essence of Thai hospitality while thoughtfully integrating modern payment options.
Practical guidance for Thai venues and guests: when operating in international settings, verify whether a service charge is included before offering extra tips. For smaller eateries and street food vendors, a courteous thank-you or a modest tip is welcome but not obligatory. Businesses should avoid aggressive digital prompts and instead invest in fair wages and genuine guest engagement.
As technology and travel continue to bring global norms closer, Thailand can chart its own path—honoring traditional hospitality while embracing beneficial innovations.
Sources integrated into narrative:
- The Toast Trends 2025 findings on state-by-state tipping habits and the role of digital payments
- Bankrate’s 2025 tipping survey insights on public attitudes and the push for wage-based reforms
- Bangkok’s evolving tipping norms in high-end hospitality and informal dining contexts