Air Malta has changed its luggage policy and launched the 'Go Light' initiative which allows customers to choose whether or not to travel with a hold luggage, which will drop the price of a fare down to €39 when travelling with only hand luggage.

Prior to today, a hold luggage was fixed into the price of every Air Malta flight. With the initiative, adding a suitcase will cost €25 each way(bringing the price of a ticket up to €54) from beforehand, while it would cost €60 if the hold-luggage is purchased at the airport.

Nearly every Air Malta route will cost €39 each way, except the ones to Tunis and Moscow.

The initiative would allow the struggling airline to develop a more effective ancillary revenue model, while also increasing passenger numbers.

The system will allow customers to choose to add a bag during and after the booking.

The product will now also be opened to multiple channels such as online travel agents.

Air Malta believes that a good price is a good start to attract new guests.

"True and sustainable success can only be achieved if we put our partners and our guests central," a presentation read.

Tourism Minister Konrad Mizzi said that government believes that the airline needs a revitalisation process to access markets across Europe and North Africa.

"Up until November we will be announcing new routes."

Mizzi was quick to stress the importance of employee relatio , and insisted that the government wants workers to get a fair package.

"We have offered the maximum we can give on the plan we want to initiate."

"Common sense will prevail. We have to reasonable, we can make changes and become a  success."

"We will have a very ambitious sales orientated approach."

He said there needs to internal work, without external funds through the government.

"As it stands we cannot give money to the airline as the EU has ruled, so we need to make the best out of the situation we are in."

Mizzi stressed that the airline needed to plan for the future to make sure it is in a long-term stable position.

Newly-appointed Chairman Charles Mangion went on to say that the "notorious bezzun and water will be gone by the year."

"This is a transformation based on revenue, which will us to make us competitive and provide a customer-based service."

He said that the message he wanted to pass on is that Air Malta has a future.

The initiative follows similar programs found within low-cost airlines, specifically Ryanair, however the airline has recently amended their luggage policy which will allow only priority passengers to carry two carry-on bags onto the aircraft.

Ryanair had explained that the decision was taken after heavy load factors and a lack of  overhead cabin space for this volume of carry-on bags were causing boarding/flight delays.