EL AL | Atmosphere

classes only, and has fixed pricing. The new upgrade plan is better and available for everyone. All members will have the option to register for an upgrade from any class to premium or business class, digitally and independently, according to the availability of designated booking classes. In addition, they will be able to do this immediately after purchasing tickets and up to six hours before the flight. The upgrade price will consist of points exclusively or a combination of points and cash as shown at the time of registration (not including taxes, levies, fees, and surcharges applicable to the ticket).” The updated program will take effect on September 1, 2023. Members have already been notified. Until that date, the terms of the existing plan will continue to apply. For more details about the changes, please visit the EL AL website. only is customer loyalty high, but The Phoenix insurance company’s new partnership with the program also reflects a vote of confidence from the business sector” Ronen Galperin, Matmid Frequent Flyer Club CEO: “EL AL and the Matmid program have proven that brand power is strong and demand for the Matmid program keeps growing. Not

Photo: Ohad romano

will be valid for 18 months and will be automatically extended for an additional 18-month period as long as the member has earned at least 1 point for a flight during that period. Another innovation is that award tickets will require payment in points only, without an additional cash surcharge (except cash payment for taxes). On top of that, we are launching a new, separate currency for calculating status entitlement – Diamonds – that will allow faster advancement to the next membership status.” What are Diamonds and how are they different from points? “Until now, points earned were used both for redemption and for calculating status eligibility, which led to confusion. In the new program points will be used exclusively for redeeming, and Diamonds will be used retain and upgrade status. Diamonds will be earned alongside points, for purchasing tickets (excluding

taxes, levies, fees, and additions that apply to the ticket), and, for the first time ever, for purchasing additional baggage and SPACE seating, according to the index $1= 1 Diamond. How does the new program affect membership status eligibility? “The new program will improve the threshold for each status, so that members can reach a higher status in a shorter amount of time. For example, to reach Gold status in the current program, members need to maintain an annual accrual rate of 1,000 points (equivalent to $7,000 in ticket purchases). In the new program only 6,000 Diamonds are required (equivalent to $6,000 in ticket purchases).” What changed in your upgrade policy? “Currently, the upgrade program for members has multiple limitations; It’s manually operated by the company or travel agents, is available from certain booking

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ATMOSPHERE JANUARY 2023