Questions are being asked about Flybe after the domestic carrier launched a negative marketing campaign targeting one of its own partners, British Airways.
Europe's biggest regional airline emailed thousands of customers, urging them to avoid "the hassle and worry" of flying with the flag carrier during the winter strike period.
Cabin crew for BA have taken to the ballot box over changes to working conditions, but strike action is far from certain and many view Flybe's campaign as opportunistic.
"Make the right flight choice this December," The Independent quoted the email as saying.
"If you are thinking of travelling over the Christmas period, no doubt you have already heard about the potential industrial action proposed by British Airways cabin crew which could leave thousands of their passengers from the south-east stranded as they try to fly.
"Flybe won't leave you stranded this Christmas," the email to passengers continued. "Flybe will continue to operate over the Christmas period. Others may not."
BA owns a 15 per cent stake in Flybe and the two carriers regularly sell seats on each other's flights through code-share arrangements, making the campaign extra damaging.
Never one to be left out of the limelight, Virgin Atlantic also chimed in by endorsing Flybe's message while distancing itself from the negative marketing strategy. Spokesman Paul Charles told The Independent: "Passengers are naturally switching to other carriers.
"We don't need to waste our time and money on highlighting BA's strike issues."
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