Eleven Rotorua motels have been targeted recently by thieves lying in wait to break into rooms or cars, police say.
Now motel owners, particularly on Fenton St, are rallying around to make sure that none of their visitors fall victim.
Rotorua police Inspector Stuart Nightingale said there had been a surge in the past two weeks with thefts, burglary and suspicious behaviour reported.
He said thefts had taken place at various times of day and night and police believed a group of people were working together.
The Rotorua Association of Motels is sharing information around its members, said secretary Sheryll O'Dwyer, urging moteliers to report any suspicious behaviour, no matter how small it may seem.
"It's not a good look for Rotorua," Mrs O'Dwyer said.
"We want our tourists to feel safe in our town.
"We want our members to call police, it doesn't matter how small you think it is, don't be embarrassed to call police. If your neighbour has had a problem you will want to know so you can be more aware."
Mr Nightingale said while most of the thefts had been from vehicles parked at or near motels, there had been break-ins too.
Stolen property included wallets, bags, electronics and jewellery.
"They've forced doors, put a hole through a wall and broken rear windows," he said.
"Then they've been rifling the room for what they can take. One person left their room for 30 minutes and it had been broken into when they came back. Someone has been watching.
"It reflects on our reputation and we want to get on top of this.
"Anything that gets pinched must be passed on for cash so if people are offered property and it feels suspicious then don't take it and let us know."
Mr Nightingale said anyone offered goods they believed to have been stolen can pass on information anonymously via the Crimestoppers phone line on 0800 555 111.
He said motel managers should immediately report any suspicious activity by calling 111. Similarly if any members of the public see people acting suspiciously, such as repeatedly entering driveways or loitering around car parking areas, they should also dial 111.