In today’s world, where corporate identity often carries as much weight as the product or service itself, a company’s brand can be its most valuable asset—or its Achilles’ heel. Customers are fiercely loyal to their favorite brands, and even the smallest misstep can lead to catastrophic consequences.

This holds true even in the cost-conscious world of budget airlines, where a strong brand identity can elevate a no-frills service into a cultural phenomenon. Ryanair, for instance, has built a reputation for its cheeky humor, often targeting its own customers in a playful but strategic manner. This self-aware branding approach has been credited by many as a key ingredient in its enduring success.

Yet, budget airlines often toe a fine line. The very concept of low-cost travel necessitates relentless cost-cutting, and passenger comfort is frequently the first casualty. Airlines have pushed the limits of capacity, cramming more seats into already crowded cabins, with some even floating controversial ideas like standing-room-only flights for short distances. In this world of sardine-packed cabins, horror stories abound, ranging from heated passenger disputes to bizarre acts of vandalism.

You’d expect an airline CEO to prioritize damage control and focus on mitigating customer dissatisfaction. After all, an airline’s reputation is only as strong as the stories its passengers take home.

But in Italy, one CEO appears to have embraced the chaos rather than sought to contain it. AeroItalia, a newcomer to the Italian aviation industry, recently secured a prestigious contract to connect Sardinia, a vital island region, to the mainland. The move should have been a win for both the airline and the region. Instead, CEO Gaetano Intrieri has turned this opportunity into a public relations nightmare, leaving a trail of criticism, controversy, and customer dissatisfaction in his wake.

While complaints about a new airline are nothing unusual, Intrieri’s approach to handling feedback has been anything but conventional. Dismissing customer grievances, he publicly declared that the criticism of AeroItalia was “unjust” and went so far as to label the airline’s service “excellent.” These remarks, made during an interview with a Sardinian newspaper, immediately ignited outrage.

Ugo Cappellacci, a former president of Sardinia, responded with a blistering critique, taking to X (formerly Twitter) to highlight what he described as the airline’s chronic incompetence and mismanagement. Cappellacci didn’t mince words, describing the service as “god-awful” and accusing Intrieri of being out of touch with the realities of modern transportation.

The public backlash quickly snowballed. Local media outlet Casteddu amplified the voices of frustrated Sardinians, cataloging a long list of complaints: incorrect boarding passes, botched priority boarding processes, denied lounge access despite payment, and delays so excessive they’ve disrupted countless schedules. These grievances shared widely on social media, have coalesced into a damning indictment of both the airline’s operations and its leadership.

Intrieri’s troubles don’t end in Sardinia. His tenure as CEO has been marked by controversies that span regions and borders. In Marche, another Italian region, AeroItalia managed to alienate the local tourism agency, ATIM, in record time. With European Union funding bolstering its tourism initiatives, ATIM requires a rigorous process to ensure the responsible use of public money. Intrieri’s failure to produce a satisfactory marketing plan effectively disqualified the airline from participating in the initiative. The agency’s director publicly criticized Intrieri, calling it irresponsible to work with a partner that disregards procedural requirements.

The turbulence extends far beyond Italy. In Romania, AeroItalia’s operations have been grounded by the Civil Aviation Authority (AACR), which suspended the airline’s airworthiness certificate. This raises serious concerns: Has the airline failed to meet essential maintenance and regulatory standards, or are the safety risks even more alarming? Recent incidents provide little reassurance. In one case, a flight between Comiso and Bergamo had to be diverted mid-air due to an anomaly, leaving passengers frustrated.

The list of operational failures and public spats tied to Intrieri’s leadership is extensive. His apparent disdain for criticism, coupled with a quick temper and questionable management decisions, has exacerbated the airline’s woes. Rather than addressing the issues plaguing his company, Intrieri seems more intent on defending an indefensible record. As AeroItalia’s reputation nosedives, the airline risks losing not only its customers but also its ability to compete in an already challenging market.

One has to wonder whether the old saying about captains going down with their ships applies in the skies. If Intrieri continues on this trajectory, AeroItalia’s future may not just be grounded—it could be entirely lost.