To be fair, Cunliffe's holiday makes sense - it's going to be an intense two-month campaign that will require tireless work and keen focus. What better time to "recharge the batteries"?
The problem is, as it often is, perception. Yes, the holiday makes sense, but it's not the best look - especially given the sorry poll results.
The fact this anonymous MP has spoken out is of more consequence than a ski trip. As is Cunliffe's need to defend himself in the national media.
It shows a party in disarray at a time it needs to project an image of strength and unity.
It shows a party bickering about matters of little importance when it should be speaking about matters of policy, telling the electorate what it will do for us in government.
Unless the leader can pull his party together in quick time, this election will be far from a fair fight.