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significantly expanded members’ opportunities to earn points. Purchases of SPACE seats and excess baggage, as well as upgrades (on the cash component through our Points Upgrade interface), now earn points. Like other airlines, we’ve adjusted the points to miles to create a convenient basis for comparison. As part of our alignment with worldwide loyalty programs points have been multiplied by 50 – meaning each point you’ve earned up until September 1 st , 2023 has been turned into 50 points. Active members’ points will no longer expire – as long as they stay active (earn at least one point every 18 months on an EL AL flight, or a charge of at least NIS 5,000 in a single calendar month with their FLY CARD during that period), points will be extended. Moreover, we’ve launched a new currency called Diamonds which allows members to elevate their status”. You’ve mentioned that upgrades are now possible on almost every flight. How will the new upgrade system work? “Matmid Frequent Flyer members can upgrade almost any ticket to Premium or Business class with the new program - the process is user friendly and simple. The higher your status, the better your chance for an upgrade, and FLY CARD PREMIUM holders have even better chances. In the past, only certain tickets from the most expensive booking classes were upgradeable, and requests were manually processed. Now members can upgrade with points or with cash and points by signing into the upgrade system. Moreover, the new system allows for an upgrade registration immediately after a ticket is purchased and up to six hours before departure”. Diamonds Are the New Status “To simplify the system, we’ve

Photo: Ohad Romano

Ronen Galperin, Matmid Frequent Flyer CEO: “Matmid Frequent Flyer members can upgrade almost any ticket to Premium or Business class with the new program - the process is user-friendly and simple"

launched Diamonds, a new currency alongside points”, Galperin explains. “While points will continue to count toward redeeming award tickets and products, Diamonds will determine your membership status. Members will earn points and Diamonds simultaneously. Furthermore (similarly to points) purchases of additional baggage and SPACE seating, as well as the cash component of upgrades, will count toward Diamond earning. The earning rate for Diamonds is: $1 = 1 Diamond. FLY CARD PREMIUM holders will enjoy a higher earning rate of $1 = 1.2 Diamonds. FLY CARD PREMIUM holders will be able to earn Diamonds on purchases as well with a conversion rate of NIS 80 for 1 Diamond, up to 12,000 Diamonds over a 12 month period”. How does the new program affect status advancement? “The thresholds for progressing between statuses have been substantially improved. Previously, achieving Gold status required an annual accrual of 1,000 points

– equal to $7,000 (earning 7,000 Diamonds). In the new program only 6,000 Diamonds are required (equivalent to $6,000 in purchases). The ability to earn Diamonds through FLY CARD PREMIUM purchases as well as on flights, leads to faster advancement to higher tiers”. Who gets the most out of the new program? “All Matmid Frequent Flyer members and FLY CARD holders will continue to enjoy significant benefits, and as of September 1 st they will get even more,” Galperin explains. “I’m sure the new and improved program will expand and strengthen our relationship with our members. We’re working hard on strategic collaborations, and only recently EL AL has signed an agreement with Delta, benefiting EL AL passengers, as well as Matmid Frequent Flyer members and FLY CARD holders”. The program came into effect on September 1 st , and details about the all new Matmid program are available on the EL AL website elal.com * All benefits are subject to the full program’s terms and conditions.

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ATMOSPHERE SEPTEMBER 2023