El Al Expands Loyalty Program and Travel Services with IsraCard Partnership

El Al is undergoing a major transformation by transferring its frequent flyer program, FLY CARD, to IsraCard and expanding into the broader travel sector through its new platform, El Al Travel. Nadav Hanin, El Al's Vice President of Marketing, explained in an interview at the Globes MAD conference that this move, expected to complete by year-end, aims to offer unique benefits unavailable elsewhere, including 100,000 free flight tickets for new or transferring IsraCard FLY CARD users and weekly 50% discounts on flights using points.

Hanin emphasized the distinction between airline loyalty programs and credit card cashback clubs, noting that El Al’s program provides exclusive perks such as lounge access and business class upgrades, which cashback programs cannot offer. Despite competitors offering free flights, El Al’s program stands out due to the volume of tickets and the strong Israeli consumer preference for El Al, especially heightened by recent conflicts. The airline holds nearly 30% market share, with over 24 billion points redeemed on more than one million tickets in 2025.

El Al Travel represents the company’s shift from a traditional airline to an experience provider, targeting the $1 trillion travel market by bundling flights, hotels, and attractions. Hanin highlighted that 74% of millennials prefer spending on experiences over physical goods. The platform promises better deals than Booking.com, allows point redemption and accumulation, and uses AI-powered customer service to improve support efficiency.

Since its launch, El Al Travel has seen strong demand, with average bookings around $1,000 for three-night stays, primarily to New York, Limassol, and Greece. The service is open to all travelers, even those flying other airlines. To maintain brand relevance, El Al invests heavily in social media marketing and influencer partnerships, including innovative campaigns and a new safety video featuring Israeli celebrities and AI technology.

Hanin also reflected on the challenges faced since CEO Levi Levy’s appointment in January, including managing operations during a major airport shutdown. Under Levy’s leadership, El Al has launched new routes to San Francisco, Seoul, Vietnam, and Argentina, alongside the FLY CARD transition and travel platform expansion.