The research aims to highlight the concept of online reputation in the airline business and analyze the content of e-complaints posted about Egypt Air via a well-recognized airline quality review and rating site: ‘Skytrax'.  The primary findings concluded the most criticized service quality elements about Egypt Air on the Internet through a quantitative content analysis technique.  It was confirmed that the cabin class, flight route and traveler's area of residence all influence the reviewer's perception towards the negative aspects of the air travel experience. The research proposed an e-complaint handling model with an aim to improve passenger satisfaction and enhance airlines' brand image.