Purpose This study aims to examine the factors that influence hotel/motel employees’ helping behavior toward the victims of human trafficking. Design/methodology/approach Using a survey-based quantitative method, this study examines and compares two models of helping behavior based on egoism and altruism theories to measure the helping tendencies of lodging employees toward victims of human trafficking. Findings The study results show that perceived intrinsic rewards of helping and empathy with the victims are the major antecedents of employees’ likelihood to help the victims. Research limitations/implications The study contributed to the egoism school of thought and the Cost-Reward Model by showing that only perceived intrinsic rewards drive individuals’ intention to help in risky covert situations, such as human trafficking, while perceived extrinsic rewards may demotivate people to help in these situations. Originality/value Previous studies overlooked the role of the lodging industry in human trafficking. This study focuses on service employees as potential helpers of the victims as they notice in hotels/motels.