El Al and Arkia Lead Israeli Airlines in Consumer Trust Amid Conflict
The past three years have posed unprecedented challenges for Israeli airlines, marked by repeated airspace closures, flight cancellations, and rescue operations amid ongoing conflict. Israeli consumers have evaluated airlines not only on ticket prices or destinations but also on their commitment to the local market during crises. Airlines that maintained operations, resumed flights quickly, or provided emergency solutions earned consumer trust, while those absent for extended periods suffered reputational damage.
Despite frequent public criticism, El Al remains the top Israeli airline brand, ranking first in the sector with a significant lead over competitors, though it dropped from 61st to 82nd place in the overall brand ranking. The airline faced scrutiny over high ticket prices during the war and is subject to a 121 million shekel fine by the Israeli Competition Authority for alleged excessive pricing, with an additional 110 million shekel fine proposed for allegedly abusing its maintenance services monopoly. Nonetheless, El Al expanded its network with nine new destinations, announced flights to Argentina, and grew its presence in Asia. It also enhanced its customer loyalty program, "El Al Young," extended benefits to security forces, and invested in customer experience upgrades, AI services, and a major credit card partnership shift.
Arkia overtook Israir to claim second place among Israeli airlines, driven by rapid expansion to Asian destinations such as Vietnam, Japan, and Thailand, launching a business class, and collaborating with chef Shahaf Shabtai. Arkia was the first Israeli airline to operate rescue flights through Taba during Operation Breaking Dawn, gaining consumer appreciation for its responsiveness despite a previously problematic service reputation. Israir focused on strengthening its loyalty club, expanding long-haul routes, preparing for a US route launch in August, and acquiring a private jet rental company.
Air Haifa, ranked 12th, has built a notable presence since its launch two years ago by offering direct flights to Greek islands and serving northern Israel as an alternative to Ben Gurion Airport, while participating in rescue efforts. Among foreign airlines, Wizz Air retained its position as the leading foreign carrier, maintaining fourth place and expanding routes, fleet, and customer service investments despite not establishing a base in Israel. Lufthansa, United Airlines, and Delta Airlines maintained their sector rankings but saw declines in overall brand positions due to operational instability during emergencies.
Gulf carriers, particularly Flydubai and Etihad, demonstrated strong commitment to the Israeli market during the conflict, quickly resuming and increasing flight frequencies. Flydubai rose from 313th to 296th in the overall ranking, while Ryanair fell from 278th to 322nd, reflecting consumer preference for stability and continuous presence over price alone. This trend highlights Israeli consumers' reward for airlines perceived as reliable partners during uncertain times.
