Island Airline Reports Record Growth
by: Michael Johnson
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Many airlines, especially low-cost airlines, are accustomed to record sales during the peak travel months of summer.
Air Malta, celebrating its 34th anniversary this year, had a record breaking winter season with more than 500,000 passengers originating from its homebase of Malta's Luqa Airport.
The winter months, November 2007 through March 2008, showed a 15 percent increase over the 2006 winter season.
Malta's charter traffic saw a 21 percent increase over last year's winter season. The market in which the airline reported the largest increase in passengers was Italy with 41 percent. Germany came in a close second at 32 percent with France at 25 percent and the U.K. by 6 percent.
Chief Officer Commercial Brock Friesen said the airline registered double-digit growth every month during the winter season.
Dr. Friesen said Air Malta's success can be attributed to several factors.
Existing code-share agreements with other airlines, including Lufthansa and Air One, expand Air Malta's network, allowing travellers daily access via European hubs.
In its entirety, the network of airlines offers access to more than 180 destinations worldwide. The airline had also recently implemented ticket sales on the internet as part of an effort to increase sales during the winter months.
'This record growth will result into more destinations and frequencies to main European gateways, giving the Maltese public better accessibility worldwide', Dr. Friesen said.
He also told reporters, 'These figures did not materialize by chance or other external market factors, including the start of operations of various low-cost airlines, but are the result of number of commercial initiatives which the airline has taken in recent years. We have organized our Commercial Division and outstation office network, enhanced our distribution tools, invested heavily in revenue management systems and reporting tools, setup an e-business unit and an international call center, and launched a new portal and booking engine amongst others.
These initiatives were backed up by aggressive marketing communications campaigns across Europe especially in our core markets of the U.K., Germany, Italy and France. We have focused on the short break market segment and the 'extension' of our traditional summer season to include our off-peak months.'
April through October is considered peak flight season. Air Malta's marketing and product general manager, Brian Bartolo, announced that the airline will offer 200 flights per week to 40 scheduled destinations in Europe, North Africa and the Eastern Mediterranean.
They have also added Leipzig and Innsbruck to the list of available destinations. In addition to the introduction of new available destinations, the airline will be increasing capacity and the frequency of flights to Berlin, Catania, London, Gatwick, Dusseldorf, Frankfurt and Rome.
All good news for tourists in those destinations who want flights to Malta
The success of low-cost airlines proves that current currency exchange rates have not had the negative impact on international travel that was anticipated.
Passengers are simply being more mindful of prices that fit their travel plans and budgets.
In fact, business for most of the low-cost airlines that make frequent flights to and from Malta as well as the Balearic and Canary Islands, has seen a dramatic increase.
Airlines have already promised more frequent flights to and from favorite travel destinations for the 2008 summer travel season. Increased flights at reduced prices and the availability of packaged travel deals are sure to be big hits with tourists for summer 2008.
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For Luqa Airport and other Malta information visit yourmalta.com
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