An Air New Zealand customer traveling from Tonga discovered her flight had been cancelled only when attempting to add baggage online, as a two-day strike by flight attendants began Thursday, disrupting travel plans for passengers across the airline’s network.
Lia, who wished to be identified only by her first name, said she received no prior notification of the cancellation and faced uncertainty about rebooking. “I called customer service and they say email has gone out on Wednesday for a flight on Thursday, really? However, I didn’t receive any of that,” she stated. She was told a seat was available on a flight the following day, but even that was subject to potential cancellation, with the next available option being Monday.
The strike involves flight attendants working on Air New Zealand’s Boeing 777 and 787 long-range aircraft, stemming from a failure to reach agreement on pay and working conditions. Air New Zealand Chief Customer and Digital Officer Jeremy O’Brien stated the airline proactively contacted affected customers, offering alternative flights on Air New Zealand and partner airlines. According to O’Brien, the “vast majority” were offered new travel dates within a few days of their original scheduled departure.
Flights to North America and Asia are experiencing the most significant disruptions, O’Brien confirmed. He acknowledged that not all rebooked flights would be suitable for every passenger, stating that full credits or refunds are available, along with reimbursement for “reasonable costs” incurred due to the disruption, such as affected accommodation.
Consumer NZ has weighed in, asserting that the strike constitutes an event within the airline’s control, triggering coverage under the Montreal Convention. A spokesperson for the consumer advocacy group explained that passengers are entitled to refunds or alternative flights, as well as compensation for additional expenses up to specified limits, provided they retain relevant receipts.
The situation as well presents a potential branding challenge for Air New Zealand, according to Massey University marketing expert Bodo Lang. He noted a possible disconnect between rising ticket prices and staff demands for improved conditions. “For some consumers, this creates a perceived inconsistency: if ticket prices are increasing, why are staff arguing that pay and conditions need improvement? The inference some may draw is that Air New Zealand is generating excessive profits,” Lang said.
However, Lang cautioned that the financial context is more complex, with recent downward revisions to Air New Zealand’s profit expectations. He added that effectively communicating these financial nuances to the public is tricky, and some consumers may interpret the strike as evidence of profiteering, potentially damaging the airline’s brand equity.
Air New Zealand is also currently addressing “hugely frustrating” engine issues impacting its fleet, a situation expected to continue into 2026. The airline has responded by dry leasing three Boeing 777s and wet leasing aircraft, as well as investing in additional Pratt & Whitney GTF engines, according to a statement from O’Brien in July 2025.