El Al’s New Discount Brand UP Has Taken Off

Photo:  UP.

Photo: UP.

El Al Airlines is going discount – with a new, branded passenger service!

Announced late last year, the first flights began March 30, 2014.  The new brand – UP – will operate in a reduced-fare format to five destinations in Europe:  Berlin, Budapest, Kiev, Prague and Larnaca.

Following a model pioneered in the US and Europe, UP offers budget flights that allow customers to select and pay for only the services they wish to purchase.

“Today we are launching a new and dynamic aviation brand – UP, which brings a declaration of renewal and addresses the changing needs of the aviation world,” says EL AL President & CEO Elyezer Shkedy.  “We are joining the international aviation trend and the major airlines, while being attentive to our customers’ various preferences.  The UP brand allows the customer to build the product and choose what he is paying for.  I am convinced that this move will improve our competitive abilities, expand our customer reach and offer a better response to the various changing preferences, while offering flights at lower costs.”




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