Spring Airlines has recently found itself at the center of controversy after announcing its search for “air aunties,” a label perceived by many as both sexist and ageist.
In a bid to expand its services, Spring Airlines—China’s pioneering budget airline—made headlines in late October for seeking to hire female flight attendants described as “air aunties.” The job listing specifically targeted women aged 25 to 40, ideally those who are married or have children. The airline aims to bring on board between 30 and 60 candidates holding a bachelor’s degree, measuring between 162 and 174 centimeters (approximately 5-foot-3 to 5-foot-7), alongside prior experience in hospitality. Positions will be based in Shanghai and Lanzhou.
Initially, this approach might not have raised eyebrows, but the term “air aunties,” as articulated by a company recruiter, ignited a wave of backlash. This label was intended to suggest that older females would bring greater empathy and real-life experience, enabling them to better care for elderly passengers and children.
The reaction was swift and negative across Chinese social media platforms. Many users criticized the term “auntie,” which in numerous Asian cultures, carries connotations of sexism and ageism, often associated with older women. A user commented, “The word auntie evokes familial connotations, leading to perceptions of traditional housewives focused solely on domestic roles.” This illustrates a deeper cultural sensitivity towards labels and their implications.
In response to the mounting criticism, Spring Airlines asserted that its intention was not to offend. A representative clarified, “We aimed to differentiate them from unmarried applicants. Their responsibilities, salary, and career trajectories will be identical to any other flight attendant.”
The term “air aunties” has historical roots, initially referring to women in the textile industry hired by airlines in the 1990s after layoffs. Currently, Spring Airlines employs 88 “air aunties,” many of whom have advanced into management. The airline also provides reduced training costs for older applicants. One employed “air aunty” expressed confidence in her experience, stating, “Having worked previously, raised children, and cared for elders, we naturally assume the big-sister role within our teams.”
However, a pressing question remains: does Spring Airlines employ older male attendants, or are they excluded from this demographic-focused initiative?
Broader Airline Industry Concerns
Spring Airlines isn’t alone in facing public backlash; several airlines globally are struggling to maintain a positive reputation. Passengers have voiced dissatisfaction with experiences marked by unexpected fees, cramped seating, and overselling of lounge access. For example, Canadian budget airline WestJet faced outrage after launching its UltraBasic fare that offers no additional comforts, not even a carry-on. Additionally, Ryanair, notorious for its additional charges, recently received criticism for levying fees of $62 for an everyday bottle.
In the United States, major carriers have also experienced discontent among travelers. Southwest Airlines has recently reversed several customer-friendly policies, such as complimentary luggage and open seating, and updated its refund policies, affecting plus-sized travelers and wheelchair users. Furthermore, the Department of Transportation imposed a hefty $50 million fine on American Airlines last year due to its treatment of passengers with disabilities.
On top of these issues, United Airlines and American Airlines are currently navigating legal troubles. Earlier this year, United was sued by former employees, while multiple allegations of discrimination and misconduct against American Airlines have led to lawsuits from passengers.
With rising concerns regarding shrinking accommodations, diminishing perks, and less appealing loyalty programs, travelers are increasingly questioning the value of airline status. It’s notable that recent aviation reports have uncovered lobbying efforts by U.S. airlines against passenger protections established during the Biden administration. This ultimately led to the elimination of compensation requirements in the Trump era.
In conclusion, the controversy surrounding Spring Airlines serves as a critical reminder of the importance of language and cultural sensitivities in recruitment practices. As the airline industry grapples with increasing scrutiny, both consumers and companies must foster a more inclusive and respectful dialogue.
