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As a case in point I'm travelling with my family of 4 for a week's break in Malta, the week after next.
After hunting high and low, looking at all carriers who fly to MLA from airports within 100 miles of where we live (West Berks), the cheapest was Air Malta from LHR!
And case in point your travel plans are point to point and O & D -just like the majority of travellers through Heathrow - No one suggests there are only ties and suits traversing the corridors - That said Air Malta twice daily services are not the most typical, and i would suggest they are actually somewhat squeezed by the flexible fare carriers at the moment so you may have secured a deal on the prices.