If my offspring is being such a demon that we can't stay on the plane, I guess the trip's cancelled.
Of course since mine is currently a hyperactive 2 year old, we're just not going on any flights any time soon. In a few years if things haven't gotten better, I'll have the lil' demon checked for ADHD as I have it myself, just lucky enough to be inattentive rather than hyperactive myself.
So far I've gotten through all this hell without any physical punishment whatsoever by 1) avoiding situations where said demon spawn has opportunities to be an even bigger demon (hence no flights), 2) being very clear about what "no" and "stop" mean and 3) making good use of a more stern voice when something's wrong, to the point that a stern "no" is met with pouting and acceptance rather than protest most of the time. Also most of the time I do say no, I also explain why something shouldn't be done. It's pretty damn difficult being a single parent of a barely verbal sonic the hedgehog and I'm sure my methods are far from perfect, but I'm just hoping that I get more things right than wrong.
I also think that boy's parents have no excuse. I've gotten my kid to behave fairly well compared to a year ago, I'm still not going on a plane any time soon. That boy is at least a few years older. You know your kid's personality by that time for sure. If you know it's going to be hell, then just don't fly with him unless it's an absolute necessity (which it rarely is).