Roy Martin asked an interesting question (June 6 why not just have one fixed air fare for everyone on all days?

The variation of airline fares around the world is a complex matter. Airline booking engines generate ticket prices for every request received using algorithms that take into account a huge number of variables, including: demand for the flights, competition prices, operating costs, airport charges, services offered and the competitiveness of a destination.

The reason for this is because the more airline seats are filled, the more revenue is generated and the more cost-effective and environmentally-efficient the flight becomes.

If all tickets had the same price, the fares would be too high for most people to afford. Instead, airlines use pricing software to ensure that, more often than not, fares are cheapest for the early birds and most expensive for last-minute bookers. The cheaper tickets help fill the plane and the late ones pay the difference to ensure the flight remains competitive. Booking an airline seat is a very transparent process. Air Malta’s portal www.airmalta.com gives users the option to compare prices across one week and offers a maximum of four types of fares on every flight depending on ticketing conditions.

Air Malta has always encouraged the public to check and compare prices. The lowest price quoted on a particular airline does not necessarily mean the best value for money offer.

It is this approach that pushed Air Malta to enhance its internet booking engine. The site empowers customers to make an informed choice when booking flight tickets by choosing the best offer that suits their needs.

With full service treatment, Air Malta is making sure it continues to be the best value-focused carrier operating the Malta route.