The service of Israel Defense Forces (IDF) reservists, Israel’s flagship carrier, El Al, launched a 48-hour promotion offering 1.8 billion miles to over 80,000 reservists. This gesture was intended to honor those called to serve during the ongoing military conflict, providing them with frequent flyer miles as a token of gratitude. However, the promotion has sparked controversy and raised questions about the airline’s pricing practices during the war.
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The Details of the Promotion
El Al’s promotion offered reservists 100 frequent flyer points for every day of service, with the total mileage giveaway amounting to a massive 1.8 billion miles. The offer targeted IDF reservists who had been called up for over 100 days of service, rewarding their dedication with the promise of miles that could be redeemed for future flights.
Over 18,000 reservists received the free points, covering 18 million cumulative days of reserve duty. This promotion, which took place over just 48 hours, was heavily promoted through television advertisements and social media, costing the airline tens of thousands of shekels.
Benefits for Eligible Reservists
In addition to the frequent flyer miles, reservists who served at least 60 days were offered full cash refunds for canceled flights, seat upgrades, and extra baggage allowances. These benefits were presented as a generous acknowledgment of the sacrifices made by the reservists in the ongoing conflict.
Criticism and Disappointment
Despite the goodwill intentions behind the promotion, many reservists were left disappointed. The overwhelming demand for the promotion caused El Al’s website to crash, preventing many eligible individuals from successfully claiming their miles. This frustration led to a wave of negative reactions, with some reservists expressing their dissatisfaction at the carrier’s inability to handle the sheer volume of participants.
Additionally, some critics have questioned the timing and nature of the promotion, with some viewing it as a marketing ploy to distract from El Al’s controversial pricing practices over the past 15 months. During this period, when many foreign airlines suspended service to Israel, El Al held a virtual monopoly on several lucrative routes, including transatlantic flights to New York. This situation allowed the airline to charge exorbitant prices, which led to public outcry and an ongoing investigation into price gouging.
The Bigger Picture: El Al’s Pricing Controversy
While El Al has garnered praise for maintaining operations throughout the war, its pricing strategies have been a source of significant criticism. The airline reported record-breaking profits during a time when many Israelis were struggling with rising costs, leading to accusations of price gouging. Critics argue that the timing of the promotion may be an attempt to divert attention from these issues by presenting a public relations initiative aimed at restoring the airline’s reputation.
The Return of Foreign Airlines
The promotion comes at a time when other foreign airlines have resumed flights to Israel, reducing fares to European destinations. However, major U.S. legacy carriers have yet to resume services to Israel, leaving El Al with a temporary hold on many popular international routes. This shift has added another layer of complexity to the ongoing debate surrounding El Al’s pricing practices.
Frequently Asked Questions
Who was eligible for El Al’s promotion?
The promotion was available to IDF reservists who served for more than 100 days. Those who served for at least 60 days were also eligible for additional benefits, such as flight refunds, upgrades, and extra baggage allowances.
What were the benefits of the promotion?
Eligible reservists received 100 frequent flyer points for each day served, along with potential cash refunds for canceled flights and upgrades for reservists who served at least 60 days.
Why did some reservists miss out on the promotion?
The promotion’s overwhelming demand led to technical difficulties on El Al’s website, preventing many eligible reservists from successfully claiming their miles.
Why is El Al being criticized despite the promotion?
El Al has been criticized for its pricing practices over the past 15 months. The airline was accused of price gouging due to its virtual monopoly on many routes.
How have foreign airlines responded to El Al’s monopoly?
Several foreign airlines have resumed flights to Israel in recent months, lowering prices for destinations like Europe. However, U.S. legacy carriers have yet to restart services to Israel.
Conclusion
El Al’s recent promotion for IDF reservists, while well-intentioned, has stirred controversy amid an ongoing public investigation into its pricing practices. The airline’s offer of frequent flyer miles and additional benefits for reservists has been overshadowed by criticisms of overpricing during the past 15 months, leading to widespread public dissatisfaction
. While the promotion may have been designed to improve El Al’s image, the company’s actions during the war have left many reservists and customers questioning its commitment to fairness and transparency.