A hospitality veteran says businesses need to start focusing on customer connection to help overcome this hard period, where the sector is struggling to survive.

Liquidations in hospitality have surged by almost 50% with 399 businesses closing in the past 12 months, according to the latest Centrix Credit Indicator.

But why is it so hard for hospitality businesses to stay afloat?

Luke Dallow, co-owner of the former Ponsonby Rd restaurant Gigi, told Stuff two key reasons why the sector was struggling were the rising costs of running a business, and broadly, the lack of heart and community.

“I've been in the hospitality industry for 35 years, owned bars, built restaurants, survived recessions, interest cycles... but I've never seen the industry under so much pressure in so many directions at the same time,” he said.