El Al launched a new service on Sunday, El Al TRAVEL, which lets customers book hotels through the airline and, later, also purchase destination experiences, including tickets to sports games, concerts and other attractions. The company says the move reflects a broader shift in tourism, where travelers want more than flights to a destination.
The launch took place at a festive event attended by journalists and influencers. Under the current version of the product, customers can already book hotels in destinations served by El Al, and future additions will include attractions, shows, sports events and cultural offerings. Members of El Al’s frequent-flyer club will also be able to earn points or redeem them when booking hotels and related services.
El Al CEO Lior Lehr said the launch marks “the beginning of a new era” for the airline. He said people now seek “experiences, moments, memories” and want to spend more time with family, friends and partners. According to Lehr, “airfare is only a quarter of the spending on the trip,” and “74 percent prefer the experiences,” which he said means customers expect the company to play a larger role in their journey.
Lehr added that El Al TRAVEL is meant to accompany travelers from the moment they start planning a trip, through the flight and the experiences at the destination, until they return home. The article was published on June 21, 2026, at 07:26 and updated at 18:11.
