We Care More
As from Tuesday 11th August 2015 Air Malta will be updating its range of products in both its economy and business classes. Through this change the airline is investing in customer experience and is launching a number of activities as part of a "We Care More” initiative.
Fig. 1 – New Branding of the ‘We Care More’ initiative
By introducing three economy class products and three business class products there will be more choice for customers. However, even the lowest price product - Simply Fly - still includes a piece of hand luggage and a small snack, in contrast to what most other carriers offer.
We Care More - More Choice for Customers
Air Malta understands that customers look for peace of mind when flying, and do not just want to be worried and ripped off with luggage allowances or other extra fees. This is why the checked luggage allowance is still a key element even for the lowest fares. Air Malta is also reducing the extra fee charges by introducing the ‘piece concept’ - customers think in pieces, not weight. And in order to achieve extra benefits for seat reservation, flexibility etc., customers can book the best value product or the spoil yourself top economy product.
Fig. 2 – Screenshot of new booking engine format offering customer a choice of three tiers in Economy Class.
For Business Class, there are three product categories customers can from now on choose from; Business Basic, Business Value, and Business Anytime.
Fig. 3 – Screenshot of new booking engine format offering customer a choice of three tiers in Business Class.
In order to offer more competitive ticket prices, Air Malta is also introducing a new fare structure, for travel as from 1st September. This structure will mean new lead in fares as much as €54 lower than the currently available round trip fares for example to some German destinations.
On all destinations, the difference between the lower prices will be much less, so that there is more choice available in lower fare categories. The booking fee of €15, which is already applied to the airport ticket office and call centre bookings will be extended to bookings via global reservation systems. This means that the Air Malta website will be the most attractive channel in terms of pricing.
Air Malta will continue to have regular yet limited in time promotions with fares below the above mentioned headline fares.
The inflight à la carte offering will be extended, with more choice for customers from snacks to a couple of hot propositions. We will offer a choice of high quality tea and other selective brands for the more discerning customers.
We have also started introducing a number of ancillary services on board in order to improve the customer experience and satisfaction, create talk about and create ancillary revenues. This started with the Sky Spa proposition on July 16th, with which we got both international and local rave reviews.
There are a lot of service improvements in the pipeline, a mobile booking option, a responsive website, a fare calendar that will offer more transparency to customers and others.
This is a very important development and a significant milestone for Air Malta. We have listened to our customers and we have changed our product range. Our passengers will be able to get what they pay for at the price they chose.
We are Air Malta. We Care More.
Air Malta’s Commercial Team