Feud at 30,000 Feet

The aviation world has been treated to an unusual spectacle this month as Ryanair’s chief executive Michael O’Leary engaged in a highly publicised spat with billionaire entrepreneur Elon Musk. What began as a disagreement over in-flight internet technology has ballooned into a war of words, social media polls and even promotional fare sales, attracting global attention.

At the centre of the discord is Musk’s Starlink satellite internet service, which he has championed as a way to bring high-speed wifi to aeroplanes. Ryanair, the Irish budget airline, rejected the idea of installing Starlink on its fleet, arguing that the costs would be prohibitive for its low-fare business model. O’Leary said the infrastructure would add significant expense and drag on fuel consumption, making it uneconomic for the majority of short-haul flights that define the airline’s operations.

Musk, unfazed by the rejection, took to X, the social media platform he owns, to criticise O’Leary’s stance. He characterised the Ryanair boss’s position as “misinformed” and later stirred the pot by asking his followers whether he should buy the airline and “put someone whose actual name is Ryan in charge”. The light-hearted poll drew hundreds of thousands of responses, with a large majority backing the idea as a joke.

The exchange did not remain humorous for long. O’Leary responded in blunt terms, dismissing Musk’s comments and calling him “very wealthy, but still an idiot”. In an interview with Irish media, he stated that he would ignore Musk’s remarks entirely, underlining his unwillingness to bow to pressure from the tech mogul.

Despite the sharp language, O’Leary was quick to point out that Musk’s idea of a full takeover is impractical under current European Union aviation ownership rules, non-EU citizens cannot hold a majority stake in many European airlines. Still, he left the door open for Musk to become an investor, suggesting that putting money into Ryanair would be a much better financial play than his current ventures with X.

What might have been a mere business disagreement quickly evolved into a broader clash as both figures traded barbs online. Musk, never shy of bold statements, called for O’Leary to be fired and reiterated his point of view with characteristic hyperbole. Meanwhile, Ryanair’s official social media channels joined in the banter, mocking Musk when technical issues briefly affected X by cheekily asking whether the billionaire needed wifi.

O’Leary has taken a pragmatic view of the situation, treating the controversy not as a crisis but as a marketing opportunity. The airline launched a cheekily named “Great Idiots Sale”, offering discounted fares labelled as being “especially for Elon and any other idiots”. The bold promotional tactic appears to have resonated with consumers, with Ryanair reporting a 2 to 3 per cent increase in bookings since the feud intensified.

The dramatic exchange also highlights contrasting corporate styles. O’Leary, known for his forthright and often provocative comments, thrives in the world of aviation where personality and controversy can cut through market noise. Musk, equally high profile, has immersed himself in ventures ranging from electric cars and space travel to social media platforms, and he frequently uses these channels to make bold statements and engage directly with global audiences.

Industry analysts have been watching the developments with interest, noting that neither side’s comments have had a material impact on Ryanair’s share price, suggesting investors are treating the feud as a sideshow rather than a core business threat. Nonetheless, the clash has raised broader questions about the role of in-flight internet services in the future of aviation, and whether cost structures or customer expectations will shape adoption.

In a press briefing, O’Leary also took the opportunity to criticise broader elements of Musk’s business empire, particularly X itself, which he described as a “cesspit” of social media controversy. He highlighted recent issues involving AI-generated content on the platform as particularly offensive, further underlining his distaste for certain aspects of Musk’s influence.

In the end, what could have been a routine corporate negotiation has blossomed into a full-blown media spectacle. Whether it is the cost of wifi, the feasibility of satellite internet, or the absurdity of billionaire takeover jokes, the O’Leary-Musk feud shows no signs of abating. For now, Ryanair appears content to let its boss’s brash style and strategic marketing play out in the public eye, turning sharp words into expanded brand awareness and, perhaps most importantly for an airline, extra bookings.