Michael O'Leary, boss of budget airline Ryanair, has branded travellers who fail to print their own boarding cards as "idiots" who should "b***** off".
In an extraordinary rant against his own customers, the chief executive said passengers who arrive for flights without a pass are "stupid" and it is right they are charged £60 a time to have one printed at the check-in desk because it is their "**** up".
The outburst came after Suzy McLeod was forced to pay £236 to print boarding passes for herself, her parents and her two children so they could fly back to the UK from a holiday in Alicante, Spain.
Failure to comply
Mr O'Leary said: "Mother pays £200 for being an idiot and failing to comply with her agreement at the time of booking.
"We think Mrs McLeod should pay €60 (£47.40) for being so stupid."
On her return home, Mrs McLeod, from Newbury, Berkshire, criticised Ryanair's rule and claimed she was unable to print her family's passes while they were away for 15 days last month.
More than 350,000 Facebook users have backed her plight after she complained of "unfair" treatment.
However, the Ryanair boss said Mrs McLeod should have printed the passes at an internet cafe or asked a friend to print and fax them to her.
He added that the company, which has frequently been criticised for its extra charges, would not be changing its policy on the matter.
The 35-year-old had written a letter to him last week to ask for "compensation and a gesture of goodwill" but Mr O'Leary has said the company has replied, "politely but firmly", saying: "Thank you Mrs McLeod, but it was your **** up."
Extra taxes and hidden charges can add a significant amount to the cost of your family holiday, with these optional extras often sprung on us at the last minute.
It is therefore a good idea to stay one step ahead of the game and find out exactly how much you will have to pay when everything is taken into account. This will help you find the best deal when booking holiday flights.
The day on which you fly can also save you money, so be sure to plan your journey accordingly.