Universal Air Targets Niche Markets and New Bases

Malta-based Universal Air is strategically expanding its operations with a focus on niche markets across Europe and North Africa, while exploring the potential for establishing new bases.

Since its acquisition in late 2021 by Andrew Walker—who is also a shareholder in Australian space company Equatorial Launch Australia—the airline has transformed from a provider of humanitarian missions and charter flights with Dash-8-100s into a more diversified operator. Universal Air now offers scheduled routes and charter services with Dash-8-400s.

“We’re positioning ourselves uniquely between the low-cost and full-service models, targeting routes that aren’t mainstream,” says CEO Simon Cook. “For instance, our new route to Pécs, Hungary, is designed for markets that larger carriers can’t serve due to shorter runways. We aim to provide connectivity to regions with limited options.”

Recently, Universal Air launched a new route to Salerno Costa d’Amalfi Airport in southern Italy, expanding its network from Malta International Airport. The airline’s destinations now include Corfu, Greece; Ibiza, Spain; Munich; Nice, France; Pécs, Hungary; Palermo, Italy; and Tripoli, Libya.

The carrier targets both business and leisure markets. Routes such as Munich and Tripoli cater to business travelers, while destinations like Corfu and Ibiza are popular with vacationers. Universal Air strategically avoids competing directly with Ryanair, which dominates the Maltese market with around 46% of the seat capacity, according to OAG Schedules Analyser data. However, it competes with Lufthansa and KM Malta Airlines to Munich and easyJet to Nice.

“In the winter months, we plan to shift focus towards routes catering to winter tourism, such as skiing destinations and short breaks,” Cook adds. “Our smaller size allows us to be agile and respond quickly to market opportunities. We anticipate expanding our route network further next summer as we increase our fleet.”

Universal Air is also exploring partnerships and codesharing agreements to improve passenger connectivity, particularly on routes connecting smaller, underserved airports with major hubs like Munich.

Additionally, Cook reveals that the airline is evaluating the potential for opening new bases across Europe. “Malta is a relatively small market, so expanding our operations elsewhere could be beneficial,” he notes. “If the business case supports it, we’re prepared to continue acquiring aircraft and establish new bases around Europe.”