Hawke's Bay air services campaigner Simon Nixon said he wasn't surprised Air NZ was slashing fares.
"I think the greatest effect on Hawke's Bay fares will be the threat of Jetstar coming." He said Hawke's Bay would "have to be" one of the more appealing options for Jetstar.
"Hawke's Bay has the passenger numbers - we have to be in the top two."
Air New Zealand's fares announcement came as the airline reported its earnings before tax were a record $474 million and bottom-line net profit $327 million for the financial year to June 30.
Mr Nixon said Air NZ should make public the amount of money it made on domestic routes where it was the dominant airline.
"Don't get me wrong, it's good airlines make money - they're a business - but [in Hawke's Bay] it's a case of abusing a dominant position, which they've been doing for years."
An Air NZ spokeswoman said lower air fares had already been introduced for Hawke's Bay passengers.
"The lead-in fare between Auckland and Hawke's Bay and Wellington and Hawke's Bay has been reduced from $79 to $59 and Christchurch and Hawke's Bay has been reduced from $89 to $69."