El Al, owned by businessman Kenny Rosenberg, launched EL AL Travel on Monday morning, a new travel platform that lets customers book hotels abroad, redeem points for hotel purchases, and earn diamonds and points on every booking. The same loyalty currency is used by El Al frequent-flyer members who have so far accumulated points through FLY CARD and redeemed them for flights on the airline.
According to El Al, the platform is part of a broader strategy to accompany customers through the entire vacation, from the flight and lodging to attractions around the world. Hotel booking works like buying a ticket on El Al, and every $5 spent earns one diamond. Reaching certain diamond thresholds upgrades a customer’s status, bringing benefits such as expedited airport check-in and lounge access. The site currently offers about 1.5 million hotels worldwide, and El Al said it plans to add overseas attractions such as activities, shows, sports events and tours.
The launch is being promoted with an ad campaign featuring singer Hanan Ben Ari, El Al’s ambassador, alongside actor Amos Tamam. El Al CEO Lavi Halavi said the launch is “a major milestone” in the company’s long-term strategic plan to develop new growth engines and broaden the services it offers, adding that it will allow customers “to book the entire vacation in one place.”
Moshe Morgenstern, who heads El Al’s frequent-flyer club and FLY CARD, is leading the platform. The launch comes amid intensifying competition over El Al’s credit-card and loyalty business: in March 2026, after more than a decade of cooperation, El Al said its FLY CARD partnership was moving from Cal to Isracard. Cal responded by launching its own card, FlyAll, with Issta, which El Al says is confusing customers and trying to poach them. Earlier this month, Isracard also launched its own travel platform, Time Off, which sells hotels and offers points for flights on multiple airlines, plus attractions, communications and travel insurance, while promising competitive prices. Unlike Time Off, Isracard’s app cannot redeem FLY CARD points.
