El Al launched today (Thursday) a new frequent flyer program, which for the first time will operate as similar programs of competing airlines around the world operate. Among other things, active customers will be able to benefit from an unlimited validity of points, which will be adjusted to the number of miles the club member flies. According to El Al, its frequent flyer club has more than 2.5 million members.
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Until the current change, the validity of the points that customers would collect was only for three years. As part of the new program, each point accumulated will be valid for 18 months, with the validity of the points automatically extended by an additional 18 months each time a club member earns at least one point from a flight or makes transactions worth at least NIS 5,000 per month on the Play Card credit card. In addition, the value of the points will be multiplied 50 times, so that each point in the current program is equal to 50 points in the new program.
The new method will allow customers to also use a new currency that the company will launch – diamonds. The club’s customers will be able to accumulate the “diamonds” at the same time as the points and use them to advance in status as well as to upgrade the seating and other benefits.
Another significant change is that club members will be able to purchase tickets using only points, without additional cash, as was customary until now. However, a fee will be charged for the tax component of the total cost of the card.
“The new loyalty program we are launching puts it on par with the best loyalty programs in the world,” said Ronan Galperin, CEO of the Frequent Flyer Club and Playcard. “The program benefits our active and loyal customers and gives them much more such as unlimited points validity, upgrade policy Wider, easier redemption of points and faster progress to the next class. El Al and the club have proven that the strength of the brand is high, and the demands for the club are increasing, when a business expression of confidence alongside the loyalty of the customers is also reflected by the entry of the Phoenix as a partner in the club.”