By COLlive reporter
EL AL unveiled a new era of air travel at an exclusive event held Wednesday at Lavan in Manhattan, showcasing a series of upgrades designed to bring greater comfort, luxury and convenience to passengers flying to and from Israel.
The event, held on October 21, was presented as an immersive preview of the airline’s future, allowing invited guests to experience the upcoming enhancements before they are introduced aboard EL AL flights.
Hosted by EL AL controlling shareholder Kenny Rozenberg and CEO Levy Halevy, the gathering featured a presentation of the airline’s new services and amenities, accompanied by wine and sushi appetizers.
Under the theme “This Is How We Fly From Now On,” EL AL introduced a wide-ranging collection of upgrades, including luxury bedding, premium amenity kits, personalized entertainment, expanded dining options, complimentary high-speed internet and new digital services.
Among the highlights was a partnership with Israeli textile brand TAKEANAP, which will provide upgraded blankets and pillows across Economy, Premium and Business classes. Business Class passengers will also receive memory foam pillows with cooling technology, mattress toppers on flights to North America, pajamas, slippers and a soothing fragrance designed to enhance the sleeping experience.
EL AL also announced a collaboration with luxury British fragrance brand Jo Malone London, introducing exclusive amenity kits in approximately 10 colors. The kits will include personal care essentials, socks, eye masks and fragrance products, with additional creams and perfume offered to Business Class passengers on long-haul flights.
The airline is also upgrading its culinary offerings under the direction of renowned Israeli chef Assaf Granit. Passengers in premium cabins will enjoy redesigned menus featuring a greater selection of healthy, protein-rich dishes, nutritional information and an enhanced dessert service.
Economy passengers on short-haul European flights will have the option of choosing between a sandwich and a poke bowl, while travelers on long-haul routes will be welcomed with specially created Israeli chocolates from De Karina Chocolatier in northern Israel.
Another major announcement was the introduction of Starlink high-speed Wi-Fi, scheduled to begin rolling out across EL AL aircraft in 2027. On equipped flights, passengers will be able to enjoy complimentary internet access, subject to terms and conditions, allowing them to stream entertainment, work remotely and stay connected throughout their journey.
EL AL is also introducing a new personalized in-flight entertainment system that will remember passengers’ viewing preferences and allow them to resume watching content from previous flights. The system will integrate with the airline’s Matmid frequent flyer program and include a dedicated children’s interface.
On the digital front, the airline unveiled a new “Travel Mode” feature in its mobile app, which will consolidate essential travel information beginning 48 hours before departure. Real-time flight updates will also appear directly on passengers’ phone screens through Live Activities.
The airline additionally introduced Ella, an AI-powered customer service representative designed to answer questions, retrieve booking information and assist passengers with travel-related requests.
Speaking about the initiative, Nadav Hanin, EL AL’s Vice President of Marketing and Digital, emphasized the airline’s commitment to continually improving its service.
“Two fundamental principles guide us at EL AL: uncompromising safety and security, alongside an ongoing commitment to enhancing the travel experience and tailoring it to our customers’ needs,” Hanin said.
“As Israel’s leading airline, we continue to invest in our aircraft, route network, product and service to provide our passengers with the best possible experience throughout their journey.”
The enhancements will be introduced gradually beginning in November 2026, with availability varying by aircraft, cabin class and destination. Starlink connectivity is scheduled to follow in 2027.
The New York presentation offered guests an advance look at EL AL’s vision for the future, as the airline seeks to redefine the experience of flying to Israel with a combination of Israeli hospitality, international luxury brands and advanced technology.
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