Israir Joins Rami Levy and Isracard Loyalty Club in Strategic Partnership

Israir has entered into a partnership with Rami Levy and Isracard to join their customer loyalty club, aiming to create a combined rewards program that competes in the Israeli market. Under the deal, ownership of the club will be divided with Rami Levy holding 72%, Israir 18%, and Isracard 10%. According to valuation by BDO, the loyalty club is currently worth about 275 million shekels, but with Israir’s integration of flight and tourism benefits, its value is expected to rise to approximately 315 million shekels, an increase of 40 million shekels.

Israir’s net payment for its share, after accounting for the added value it brings, is estimated at around 11.3 million shekels. Additionally, Israir will receive about 6.4 million shekels in cash from Isracard, a 3.6 million shekel advertising budget, and the club will pre-purchase flight tickets from Israir worth roughly 10 million shekels to use for customer benefits and acquisition.

The loyalty club currently has around 800,000 members, with about 184,000 holding the club’s credit card. In 2025, the club generated revenues of 29.7 million shekels and a net profit of 15.4 million shekels, mainly from credit card fees and related financial activities. Israir’s entry comes as airlines seek to deepen direct customer engagement by offering not only flights but also complementary travel-related products and benefits.

This partnership will test whether combining everyday shopping at Rami Levy with Israir’s flight perks can successfully compete against Israel’s major airline loyalty programs.