What My Booking does

My Malta is a UK-based online travel agency specializing exclusively in holidays to Malta, Gozo, and Comino, operating under the legal entity Acetrip Limited and marketed as part of the My Vacations Group of Travel Companies. Founded in 1994 and dedicated to Malta since inception, the company functions as a direct-to-consumer OTA selling flight + hotel packages, standalone flights, and hotel-only bookings through its proprietary website (mymalta.co.uk) supplemented by a telephone reservations team. The company serves approximately 80,000 UK passengers annually, claims to be the UK's largest independent operator to Malta, and has been recognized as a top-selling Malta agent for ten consecutive years by the Malta Tourism Authority.

The core product is ATOL-protected flight + hotel packages departing from 17+ UK airports including Heathrow, Gatwick, Manchester, Birmingham, Edinburgh, and Belfast. The technology stack is a standard online travel agency booking engine with no disclosed APIs, SDKs, or proprietary platform features. Revenue is generated on a transaction-fee / take-rate basis across package holidays, flight-only bookings (where the company acts as airline agent), and hotel-only bookings. The business supplements core packages with car hire, excursions, cruise deals, rural farmhouse stays in Gozo, and higher-margin verticals including destination weddings and honeymoon packages. The company holds ATOL bonding (Licence 5092) with the UK Civil Aviation Authority, IATA membership (Number 91252696), and is a member of the Advantage Travel Group, which provides distribution through 800+ UK independent travel agent outlets.

The go-to-market motion is direct-to-consumer, supported by SEO-optimized destination content, email marketing, and cross-promotion through the My Vacations Group's sister-brand portfolio spanning more than 20 European city-break destinations. Customer segments include UK individual travelers (families, couples, solo) as the primary base, with secondary use-case segments for destination weddings and honeymoon couples. The business operates without disclosed AI capabilities, mobile applications, or public APIs, positioning itself on destination expertise, regulatory credibility, and human travel-consultant service rather than technology differentiation.

Name

My Booking

Legal name

Acetrip Limited

Website

https://mymalta.co.uk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

My Malta is a UK-based online travel agency specializing in holidays to Malta, Gozo, and Comino, selling ATOL-protected flight+hotel packages, flights, and hotels to approximately 80,000 UK passengers annually. It operates as a division of Acetrip Limited within the My Vacations Group.

Ownership category

akta.pro rank

Product category

Online Travel Agency

NAICS

Travel Agencies (561510), Tour Operators (56152), Tour Operators (561520)

akta.pro primary industry

Island, Beach & Resort Travel Agencies (THAKAFAL)

Keywords

• Package holidays Malta
• Online travel agency
• Flight hotel bundles
• Destination weddings
• Honeymoon packages

Headquarters

HQ city

Gants Hill

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Package Holidays: Flight + Hotel package sales at competitive prices. Packages include free transfers. Revenue generated from margin between supplier costs and retail pricing to consumers.
2. Flight Only Bookings: Flight-only bookings where company acts as agent for airlines. Contract is direct with the airline once ticket is issued.
3. Hotel Only Bookings: Hotel accommodation bookings as separate components, acting as agent for hotel suppliers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

My Malta is an online travel agency and Malta specialist that sells flight + hotel package holidays, standalone flight bookings, and hotel-only reservations to Malta, Gozo, and Comino from more than 20 UK departure airports. The packages include free transfers, are ATOL-protected, and are supplemented by car hire, excursions, cruise deals, destination weddings, honeymoon packages, spa breaks, and beach holidays.

Product overview

My Malta is an online travel agency and Malta specialist operating as a division of Acetrip Limited under the My Vacations Group brand. The core offering consists of flight + hotel package holidays to Malta, Gozo, and Comino, supplemented by standalone flight bookings, hotel-only reservations, and add-on services including car hire, excursions, farmhouse accommodation in Gozo, and cruise deals. The company also offers specialized travel products including wedding planning services, honeymoon packages, spa breaks, and beach holidays. All package holidays are ATOL-protected and sold through the company's proprietary booking engine on mymalta.co.uk. The company serves as the UK's leading Malta specialist with over 40 years of travel experience and dedicated focus on Malta since 1994.

Differentiator

Problem solved

Functional benefit

Products and services

• Flight + Hotel Packages Combined flight and hotel package holidays to Malta, Gozo, and Comino from more than 20 UK departure airports, ATOL-protected and including free transfers. Targeted at UK leisure travelers seeking competitively priced Malta holidays.
• Flight Only Bookings Standalone flight bookings to Malta from major UK airports including London Heathrow, Gatwick, Manchester, Birmingham, Edinburgh, and others, where the company acts as agent for airlines. Targeted at travelers who need flights without accommodation.
• Hotel Bookings Hotel accommodation bookings across Malta, Gozo, and Comino including beach resorts, city hotels, spa properties, and boutique accommodations. Targeted at travelers needing accommodation without flights.
• Wedding Planning Services Destination wedding arrangements in Malta including civil ceremonies, religious weddings, Jewish weddings, and vow renewals, with full handling of paperwork, legalities, venues, and guest arrangements. Targeted at engaged couples planning a wedding abroad.
• Honeymoon Packages Romantic honeymoon packages to Malta featuring spa resorts, beach accommodation, and cultural experiences. Targeted at newlywed couples seeking a luxury romantic getaway.
• Spa Breaks Spa resort packages to Malta featuring wellness treatments at properties like Corinthia Palace Hotel with Athenaeum Spa. Targeted at travelers seeking wellness and relaxation-focused Malta breaks.
• Beach Holidays Beach-focused holiday packages to Malta's sandy beaches including Golden Bay, Mellieha Bay, and Blue Lagoon. Targeted at travelers seeking a beach holiday in Malta.
• Excursions Guided tours and day trips including visits to Valletta, Mdina, Gozo, Comino Blue Lagoon, and other Malta attractions. Targeted at travelers wanting structured sightseeing experiences.
• Cruise Deals Cruise packages to Malta and the Mediterranean offered in partnership with major cruise liners. Targeted at travelers seeking a sea-based Malta or Mediterranean experience.
• Car Hire Vehicle rental services available for independent exploration of the Maltese islands. Targeted at travelers wanting self-driven sightseeing beyond package excursions.
• Rural Farmhouse Accommodation Rural farmhouse and villa accommodation in Gozo offering authentic Mediterranean living experiences. Targeted at travelers seeking non-traditional, characterful stays rather than standard hotel rooms.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Visit MaltacoreGTM or Marketing PartnerRecommended by Visit Malta as an approved specialist operator for Malta holidays. Official partner for Malta tourism promotion in the UK.
• Civil Aviation Authority (UK)coreGTM or Marketing PartnerATOL bonded operator under CAA licensing (Licence No: 5092). Provides financial protection for customers under the ATOL scheme.
• International Air Transport Association (IATA)coreTechnology or IntegrationIATA member (Iata No: 91252696) enabling access to airline booking systems and industry standards.
• Advantage Travel GroupminorChannel Partner/ Reseller/ DistributorMember of UK's largest group of independent travel agents with over 800 outlets, providing greater buying power and negotiated rates.
• Various AirlinescoreTechnology or IntegrationPartnered with major airlines including British Airways, Emirates, Qatar Airways, Lufthansa, Air France, KLM, Turkish Airlines, and 30+ others for flight bookings.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Jet2holidays: UK-based package holiday specialist selling flight + hotel bundles to Mediterranean destinations including Malta. Directly comparable in product (ATOL-protected packages), target customer (UK leisure travelers), and distribution model, though at significantly larger scale.
• On the Beach: UK OTA selling beach holiday packages including Malta. Overlaps directly in product (flight + hotel beach packages), UK consumer target market, and online booking model.
• Balkan Holidays: UK specialist tour operator with strong focus on niche Mediterranean and Balkan destinations. Directly comparable as a UK destination-specialist with curated local knowledge and ATOL-protected packages.
• Loveholidays: UK online travel agency focused on beach and city break package holidays to Mediterranean destinations, including Malta. Comparable in product mix, customer base, and digital-first OTA model.
• Travel Republic: UK online travel agency offering package holidays, hotels, and flights to Mediterranean destinations including Malta. Comparable business model, customer base, and product breadth as a UK OTA.
• Broadway Travel: UK travel agency and tour operator selling holidays including Mediterranean destinations, with both online and telephone sales channels. Comparable in multi-channel UK distribution and package holiday focus.
• Holiday Hypermarket: UK package holiday OTA offering flight + hotel deals to Mediterranean destinations including Malta. Closely comparable product offering and UK consumer target market.
• Sunset Holidays: UK specialist tour operator with a Mediterranean destination portfolio including Malta. Comparable in destination-specialist positioning, ATOL bonding, and UK-to-Malta package offerings.

Broad incumbents

• TUI UK: UK's largest tour operator and OTA offering package holidays to Malta and across the Mediterranean. Overlaps in destination coverage and customer base, but TUI operates at vastly larger scale across many destinations and is vertically integrated with its own airline and hotel concepts.
• Booking.com: Global online travel agency offering hotel and flight bookings to Malta. Competes for the same end customer (UK travelers booking Malta stays) but as a broad-based aggregator rather than a Malta specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/my-booking

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about My Booking