Comparing like with like

As a seasoned traveller back and forth to Malta from the UK for the last 25 years I feel qualified to comment on the current debate surrounding the national airline.

In the UK in the last five years we have seen rapid growth in the concept of the European weekend break where customers can fly to various great cities (Paris, Berlin, Prague, Barcelona) for under £100 in most cases. Once there, numerous five-star hotels await and this type of customer can be classed as a high-spend customer, willing to enjoy the lap of luxury during this break. Although the airlines are cheap, service is adequate and staff are helpful.

Contrast this with Air Malta and you see a deteriorating service, sullen staff and sky-high flight prices. Air Malta does not provide a premium service for the premium prices they charge and therefore market forces will dictate that on Malta's entry into the EU and with open skies awaiting, there will be a shift of passengers from Malta's largest market away from the national airline.

Malta represents a fabulous weekend destination with an array of five-star hotels now being built on the island, historic sites of interest and improving restaurants. What a shame that the national airline will not be the one bringing people to this island and managing their first impression.

The sooner Air Malta realises it is poor service and expensive flights which are causing its current financial predicament and not the worldwide problems affecting airlines the better.

Maybe it is about time the senior management within Air Malta started being more creative with their product which will soon be exposed as sub-standard rather than assume that their problems are the same as other airlines.