'Luxury' low-cost airline targets Gatwick route

Efly, the new Malta-based charter airline is to be marketed as a low-cost "luxury" airline offering low-cost business travel, Luigi Crispino, the company's CEO told The Times Business in an interview.

On British Airways' departure from Malta the airline applied for the Malta-London Gatwick route.

"We will introduce a new concept of low-cost business travel - luxury low-cost. We are confident we can introduce a new product - we are low-cost but we can be a luxury low-cost airline for the business traveller. Our fare for a business class seat will be the same as the economy class fare of a regular airline. Our aircraft have a seat capacity of 122 but we will reduce this to about 100 for more space. We will have between eight and 12 business class seats available with a 36-inch pitch. Our economy seat fare will be about €50," Mr Crispino said.

Asked why he applied for the Gatwick route considering that British Airways found this unprofitable, Mr Crispino said: "We can't comment on why British Airways found this route unprofitable and this is a matter for them to explain. We do not know what British Airways' strategy was nor do we know their costs.

"We can only evaluate the feasibility of this route, the potential number of passengers and our capacity to take part of this market. The departure of British Airways no doubt creates an opportunity and there is a space which needs to be filled. We do not expect to take all British Airways' market but we think such an opportunity for a Maltese carrier must be taken."

Mr Cristiano said Efly will be offering fewer seats than British Airways did on the Gatwick route. "We intend to operate seven flights a week. I know that Air Malta has announced that it is to increase its flights to Gatwick to help this market so that seats will not be lost. As a Maltese carrier we must now take this opportunity and overall the number of seats available on this route will be more or less the same.

"The entrance of a new carrier will create more opportunities in the market. We want to introduce a new business class with a low cost fare. We are thinking of a new manner in which to operate a low cost airline. Low-cost traditionally means - in people's minds - no frills, without a service and a lot of hidden costs. We will have no hidden costs. The price quoted will be all-inclusive. We think we can conduct the business of a low-cost airline in a different manner," he said.

Mr Cristiano said it was not yet clear whether Efly would be given the same Gatwick slot as he one British Airways had, saying the airline had requested a morning slot for the Gatwick flight from Malta which Malta International airport had agreed to.

"Now we are waiting for the response from Gatwick. If Gatwick does not agree to our request we will review our options - if for example they give us a 3 a.m. slot this will be a problem. However, we are hopeful that Gatwick will agree to our request."

He says he has no experience of flying to London Gatwick but has flown to a number of major airports such as Rome (Fiumicino), Milan (Linate), Bologna and Paris.

"I don't think there is much of a difference in flying to Gatwick. I have worked in the airline industry since 1991 and was behind two other start-up companies. I understand Malta's particular island characteristics - I come from Lampedusa and in my experience in Lampedusa - I first started flying there - I increased the number of passengers from 60,000 a year to 200,000. Malta is obviously larger but has similar characteristics - it too is an island close to Sicily."

Questioned about whether he knew British Airways was going to stop the Gatwick route, he simple replied: "We targeted this route as soon as we knew British Airways pulled out. This is proof that we are a young, dynamic company and we are able to immediately take advantage of an opportunity. This is the benefit of being a private company, we can act fast. We can adopt our strategy to suit the market. We have an advantage over companies that take their time to come to a decision.

"We hope to grow and are optimistic about the future," he said in his confident manner.