Air Malta: “If You Don’t Change, You Die.”
Air Malta has for a long time struggled to find its own identity in an increasingly competitive market, suffering years of unprofitability and struggling to overcome multiple challenges, including increasing competition from LCCs, outdated work practices and tensions in the North Africa market, which have impacted its traditionally strongest routes. Dr Mangion, chairman of the airline highlights how the airline has rebuilt its operations with a more financially viable business model and hybrid product that now allows it to compete with LCCs. He explains the transformation has included a cost control mindset, a reduction in the fleet, increased aircraft utilisation, improved staff productivity and the move to a hybrid business model to serve today’s increasingly price-driven industry. “If you don’t change, you die,” he says.