Full Breakdown
El Al Unveils Comprehensive In-Flight Service Overhaul
By Drooid · · How we work
Core Upgrade Rollout
El Al announced a phased upgrade to its passenger experience beginning in November. Blankets and pillows will be replaced across all cabins through a partnership with Israeli textile brand TAKEANAP. Business-class seats will receive memory-foam pillows with cooling technology, and flights to North America will be fitted with soft seat toppers. New amenity kits, designed with Jo Malone London, will be offered in premium cabins, while a blue leather pouch containing a miniature Jo Malone perfume, skincare items and an El Al-branded keychain will be provided to business- and premium-economy passengers.
Background & Security Context
The enhancements come amid heightened security concerns following a thwarted co-pilot terror attack on a flydubai flight to Tel Aviv last month. El Al highlighted its stringent security protocols, noting that most of its aircraft are not leased and that its crews are largely drawn from the Israel Air Force.
Partnerships & Product Details
- TEXTILE – TAKEANAP developed cabin-specific blankets and down-like pillows; business-class travelers receive memory-foam pillows with built-in cooling.
- FRAGRANCE – Jo Malone London supplies scented amenity kits; premium-cabin kits are housed in velvet pouches, and a blue leather pouch with a miniature perfume is reserved for higher-class passengers.
- CHOCOLATE – Israeli chocolatier De Karina created a premium chocolate assortment served as part of the welcome service on long-haul flights.
- CULINARY – Chef Assaf Granit, working with a dietitian, designed new menus and serving ware for premium cabins, emphasizing protein-rich dishes and displaying nutritional information. Economy passengers on short-haul European routes may choose between a sandwich and a poke bowl.
Digital Enhancements
El Al is launching a personalized entertainment system that recommends content based on viewing history, allows passengers to resume movies from a previous flight, and adds a dedicated religious-content category and a children’s interface. The seat-screen interface enables log-in to frequent-flyer accounts and access to travel-related actions. The airline’s mobile app will add a “Travel Mode” 48 hours before departure, a Live Activities feature for real-time updates, and an AI-powered assistant named “Ella” for initial customer-service interactions.
Future Connectivity
A satellite internet service powered by Starlink is slated to roll out gradually beginning in 2027, offering free high-speed Wi-Fi on equipped aircraft subject to terms of use.
Data & Statistics
El Al disclosed that five to eight percent of its flights are operated by foreign-registered aircraft, underscoring the airline’s reliance on domestically controlled assets for the majority of its operations.
Why It Matters
The upgrades aim to strengthen loyalty among premium travelers, differentiate El Al from regional competitors, and reinforce the carrier’s reputation for security and service quality. By integrating Israeli brands and advanced digital tools, the airline aligns its product offering with trends toward personalized, technology-driven travel experiences.
Verbatim Quotes
- “Two fundamental principles guide us at El Al: uncompromising safety and security, alongside an ongoing commitment to improving the flight experience and adapting it to our customers' needs.” — Nadav Hanin, El Al's vice president of marketing and digital
- “Two core principles guide us at El Al: uncompromising safety and security, alongside an ongoing commitment to improving the flight experience and tailoring it to our customers’ needs,” — Levy Halevy, El Al CEO
What’s Next
El Al will continue rolling out the new bedding, amenity kits and menu offerings throughout its fleet after the November launch, with the Starlink internet service expected on selected aircraft beginning in 2027.