Don't know about Luton, but certainly in Bradford and its environs the booking process for travel to Pakistan is not really a done by walking into Lunn Poly or booking on the internet. Family owned specialsit travel agencies are where much of the business is done.
I think its probably likely that Swefly have got UK connections with these sort of travel agencies and the hard work will be going on behind the scenes. Don't expect to see billboards and press ads for this.
oh, and great circle routing from LBA to LHE practically takes you over Stockholm anyway. Think its about a 90nm deviation.
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