Global airlines need to work harder to link culture and customer service with commercial success, Air NZ CE Christopher Luxon says. That is why Air NZ is doing so well relative to its peers, he says. "We're well and truly punching well above our weight. We have great influence in this sector, in this industry, globally. We're well recognised." Much stronger than anticipated demand for air travel meant a record 4.1b people were expected to fly this year, enjoying modern planes and more destinations. But rising costs, increased security threats, an infrastructure crisis, and resistance to globalisation all presented threats to the aviation industry. A key talking point at a recent general meeting of IATA was the rise of aviation's poor and unfriendly reputation over the past year or so. <br/>