Air Malta have announced that this summer, they will be substantially increasing seat capacity on various markets including Germany, France, Switzerland and Catania as well as to Central and Eastern Europe. The airline will be adding 15 extra weekly flights over summer 2008 and will be operating with twelve aircraft fleet. This was announced today by Air Malta Chief Executive Officer, Mr. Joe Cappello during a press conference organized to launch this year’s edition of AMITEX – the yearly travel fair organized by the national airline.

Speaking during the conference, Mr. Cappello confirmed that during this summer season, Air Malta will be operating to two new destinations; Verona and Stuttgart with a twice-weekly flight plus. This season, as previously announced, the airline will be reintroducing flights to Charles de Gaulle airport in Paris with a four-times weekly operation. Other destinations that have an increase in frequency include Frankfurt and Munich. Following the recently announced code-share agreement with Swiss Airlines, Air Malta will also be stepping up its operation to Zurich this summer to a daily one.

Mr. Cappello said that the airline will be also increasing its frequency to Central and Eastern Europe including Moscow, with the reinsertion of Domodedovo Airport by five-weekly flights. The Sofia and Istanbul routes will also see an increase in flight frequencies this season.

The considerable increase of seat capacity by over 50,000 seats and the new frequencies announced by the airline for this summer, demonstrate Air Malta’s commitment and loyalty to the Maltese public and travel trade as well as to the local tourism industry. Through these increases, the Maltese airline is facilitating access to more tourists to travel to the Maltese Islands. Commenting on the airline’s passenger performance during last winter Joe Cappello said that Air Malta transported 484,418 passengers this winter a drop of 26,415 passengers (-5%) from last season record figures (See fig below). Mr. Cappello explained these results must be seen in the light of the current global economic and financial crisis and the growth achieved by Air Malta last winter during which the airline registered an increase of 15% in terms of passenger numbers – a record figure in the airline’s history.

If one compares these results with those achieved in winter 06/07 one can see that this winter Air Malta transported over 38,000 passengers more – an increase of 8.6%. One has to also note that the large increase in March 2008 can be attributed to the general elections and Easter, which both last year happened in March, explained Air Malta’s Chief Executive.

Considering the above, added Mr Cappello, Air Malta has managed to achieve relatively good passenger figures this winter.

Air Malta’s Chief Executive said that last year Air Malta has been strongly hit on three fronts – the rising cost of fuel, the drop in the value of sterling against the euro and the fall in demand in the airline’s core markets at the beginning of this year. “Notwithstanding this, we are confident that with the support of the local travel trade, the local tourism industry and our customers, Air Malta can live up to the challenges ahead,” highlighted Air Malta Chief Executive.

Dr. Brock Friesen, Air Malta’s Chief Officer Commercial also addressed the conference and gave an outline of Air Malta’s commercial strategy during last winter and the airline’s highlights for summer 2009. He said that while keeping the same budget as the previous year, Air Malta has adopted an aggressive media campaign in various markets utilising various media, including leading National newspapers, magazine, radio, outdoor campaigns and international portals including Expedia. Last winter, the airline together with the Malta Tourism Authority has also embarked on an international TV advertising campaign with National Geographic. The adverts currently showing all over continental Europe, have been positively received and helped to stem the downturn in tourism figures that other similar destinations have and are experiencing.

This year, the airline has maintained its focus on short holidays and on the ‘individual’ traveller since this segment travels year round and is larger overall than summer holiday travellers. The focus on short holidays is also opportune since many Europeans will opt for shorter holidays to closer destinations during the current economic downturn.

Air Malta’s easy-to-use booking engine is continuing to generate exceptional results. 30% of the airline revenue (more than 10% increase over last year) is now being generated from its own portal. Apart from buying only flight tickets, customers are also increasing buying hotel accommodation, car hire and travel insurance from www.airmalta.com added Dr Friesen.

Air Malta’s Chief Officer Commercial also referred to the airline’s codeshare agreements with various leading airlines. Code-shares deliver traffic to Air Malta from online and offline inbound markets. 60% of Air Malta’s sector-frequencies this summer are now code-shared. These flights are giving Air Malta the advantage of larger carriers’ network market strength in Europe. Currently, Air Malta holds code-share agreements with Lufthansa, bmi, Turkish Airlines, Swiss Airlines and Brussels Airlines. “These codeshare agreements are increasing Air Malta’s marketing reach and providing additional connectivity to the local travelling public,” commented Dr. Friesen.

Referring to AMITEX, Dr. Friesen said “This fair is another proof of Air Malta’s dedication to the local market. Air Malta recognises the support given by the local travel trade to the airline throughout the years. Travel agents have steadily assisted Air Malta in developing new routes and markets. Today they continue to service travellers who prefer to use their service for both holiday and business trips. Malta’s outgoing market remains fundamental to the airline’s operations and through AMITEX, Air Malta is reaffirming its commitment towards the local travel trade and its travelling public,” explained Dr Friesen. He welcomed the presence of Munich airport at the fair and noted that Munich has replaced London’s Heathrow as the primary connecting gateway for Malta originating traffic travelling to America and the Far East.

For the second year running, Air Malta will be holding AMITEX fair at the MFCC in Ta’ Qali between Thursday 23rd and Sunday 26th April. During this fair, the local and foreign travel operators which this year hail from several countries, will be offering a myriad of travel options to all those attending – all specifically geared towards the Maltese market.

Once again, Air Malta’s main stand promises to be modern and innovative as well as informative and entertaining. Air Malta staff will be glad to assist all those interested with any questions related to the new Summer time table and Flyaway Tours brochure. They will also be giving information about flight bargains that are issued by the airline.

The Air Malta Summer 2009 schedule includes flight timings to more than 40 European, North African and Eastern Mediterranean destinations to which the airline will be flying to from its Malta base rounding up to over 200 weekly flights up to end October 2009. The new direct service to Verona and Stuttgart is also included in the time table.

Air Malta’s ever-popular package holiday brochure of Flyaway Tours for the coming season will also be available during the fair. Its attractive cover of summery blue skies and turquoise seas is only an introduction of the various packages found within the brochure – an invitation itself to pack up your bags and go…

Most of the packages featured in the brochure are based on mini-breaks starting from two nights available during the week or even weekends depending on the operation of the destination. One could also extend with a full choice of hotels ranging from 2 star up to 5 star available.

European cities including London, Paris and Rome together with summer resorts and theme parks are included together with a vast array of choice in various other destinations. With the newly-introduced Verona route, Flyaway Tours have include packages to Gardaland and Lago di Garda starting from 2 nights. Other attractions in Tuscany, Riccione and Reggio are available together with a variety of cruises in the Mediterranean, Fjords and along rivers.

As in previous years, AMITEX will be a place for children to enjoy as well. With the children’s area jam-packed with animators ready to entertain kids with face-painting. A stilt walker together with movie and cartoon characters will be mingling around with the children. This year’s Children area will be organised by Leisure and Animation Enterprises. Captain KozMo, Air Malta’s Young Aviator Club’s Mascot will also be checking on his young travellers making sure they are keeping themselves very active while in their corner.

One should not miss ‘Chasing Pandora’ who will be performing at AMITEX on Sunday, 26th April at about 1930 hours. Since their start in October 2006, this young, talented group have gone on to write some of Malta’s finest songs. They have played live to thousands of people and have several trophies weighting down their mantle piece for recognition as one of Malta’s exceptional singer/song-writing duos. This year, they will be launching themselves in the UK with a brand new album.

With an entrance fee of just 2 Euro, AMITEX fair goers will not only have the chance to enjoy all the activities held at the fair as well as benefit from the bargain and interesting holidays, but also win fabulous prizes. Children under the twelve year of age enter free.

Concluding, Joe Cappello said, “Air Malta is hopeful that this summer would prove to be another exciting time for passengers travelling on Air Malta’s scheduled network as well as the local travel industry making sure it remains the airline offering the widest range of choices on the local market. On the other hand, I trust that our efforts in offering an attractive mix in the foreign markets will be equally fruitful thus making the islands more popular with potential tourists.”

The fair will be inaugurated on Thursday, the 23rd of April by Mr Tonio Fenech, Minister of Finance, Economy and Investment and by Mr Lawrence Zammit, Chairman of Air Malta. The AMITEX fair will be open for public from Thursday 23rd till Saturday 25th April between 1800 hours and 2200 hours and on Sunday 26th April between 1000 hours till 1300 hours and from 1600 hours till 2100 hours.

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