An ex-pat Dutch journalist living in the Bay was shocked to learn two friends were among the passengers on flight MH17 believed to have been shot down in eastern Ukraine.
The flight bound for Kuala Lumpur from Amsterdam on Thursday morning had 298 people on board.
There is widespread acceptance the Malaysian airliner was shot down by a surface-to-air missile.
Tauranga businesswoman and Bay News reporter Martine Rolls-Pierhagen said she first learned of the fate of the flight about 6am yesterday, and had been trawling the internet and communicating with her mother back in Holland ever since, seeking fresh information.
Ms Rolls-Pierhagen said she learned via a text that two passengers among the 173 Dutch passengers on board were a couple in their late 50s known to her for almost 15 years.
"My first reaction was 'Oh my God, this is too close to home,' especially when me and my two boys will be flying the same fight path in a few weeks' time," she said.
Ms Rolls-Pierhagen said out of respect for the couple's family she declined to disclose their identities, but revealed the couple were on the way to New Zealand to see family.
"It's such a big tragedy ... it's very upsetting and knowing two of the passengers makes it even more real. My heart goes out to this family," she said.
Ms Rolls-Pierhagen said she was shaken when she first heard of the crash and stunned to learn that so many of her countrymen and women had died, but had completed the same trip on the airline three times in the past and had no issues with Malaysia Airlines.
Trying to explain to her sons they would be safe on the plane was proving difficult.
"I want them to feel safe and comfortable on the flight.
"I don't think it's a conspiracy or anything like that. I feel sorry for the airline as it's not their fault. I just don't want my children to be nervous about it."
Foreign Minister Murray McCully has confirmed a New Zealand woman was among the passengers, as well as a British citizen who had been living in New Zealand. The dead woman was a New Zealand citizen but usually resided in Australia. She had died with her Dutch husband on the flight, he said.
Tauranga travel agents are yet to see any people changing travel plans after Malaysia Airlines flight MH17 crashed in Ukraine.
Agencies spoken to by the Bay of Plenty Times Weekend said yesterday there had not been any requests to change flights or airlines, but this could change as people digested the news.
Malaysia Airlines issued a notice yesterday saying the airline would waive all fees for changes to travel to any of its destinations, until further notice.
This was applicable for transactions until July 25.
House of Travel Tauranga owner operator Shane Kennedy said the only reaction he had encountered about the crash so far was sympathetic.
Mr Kennedy said airlines generally did the right thing when an event such as this happened.
Harvey World Travel manager Lydia Haydon said people had been talking about the crash and there was a lot of sympathy for those involved and for the airline, but no one had asked to change their plans.
Maree Webb, manager of United Travel Tauranga City, said it was likely a bit soon for people to have thought of changing their flights but suspected there may be more of a response next week.