It might be time for luxury conglomerate LVMH (Moët Hennessy Louis Vuitton) to consider arranging a private jet for Jean-Christophe Babin, the CEO of Bulgari, after his recent dissatisfaction with Swiss Air. Overseeing one of the world’s most prestigious brands, Babin couldn’t ignore the shortcomings of the premium airline. He took to LinkedIn to vent his frustration about the issues he encountered on his Swiss Air flight, a sentiment that quickly resonated with others who echoed their support in the comments.
From harshly describing the airline as ‘a disgrace’ to criticizing its “average service, outdated aircraft (A340), and poor food quality,” the Bulgari CEO didn’t hold back. He even went as far as to call himself a “hostage to incompetence,” comparing Swiss Air’s subpar performance to his own company’s standards, “If Bulgari behaved like this, the company would be in trouble,” he wrote in his now-deleted post. His frustration stemmed from Swiss Air’s abrupt flight cancellations without providing alternative solutions, a situation that proved particularly frustrating given his status as a ‘Lifetime Senator,’ an elite tier in the Miles & More frequent flyer program, awarded for exceptional loyalty, reported MSN.
This ordeal raises a concerning question: if such an experience can befall a privileged flyer like Babin, what can other passengers expect? For someone of his stature, where time is money, losing a working day due to canceled flights is significant.
Interestingly, despite this incident, Swiss Air was still voted the third-best airline in Europe in 2024, behind Turkish Airlines and Air France, according to Skytrax. It’s safe to say Babin won’t be casting a vote for Swiss Air in the 2025 rankings.
Swiss Air’s luxury: A dream… until it’s not-
As for those flying Swiss Air’s first class, the experience is usually synonymous with refined luxury. Passengers can enjoy a sophisticated ambiance, personalized service, and high-quality amenities. The spacious first-class compartments offer generous flat beds designed for long-haul comfort and a menu of 18 gourmet meals, including vegan and vegetarian options curated by Hiltl, the world’s oldest vegetarian restaurant in Zurich. Desserts, exclusive wines, champagne, and freshly brewed coffee enhance the dining experience, while Swiss luxury brand Soeder products, a cozy cover and pillow, and pajamas by Zimmerli of Switzerland ensure the utmost comfort throughout the flight.
Of course, all this luxury is only enjoyable once the flight actually takes off, which is precisely why Babin was so frustrated with his canceled flight. Despite the promise of a refined first-class experience with gourmet meals and premium service, none of it matters if passengers are stranded on the ground due to cancellations.
