For nearly two years, Israeli airline El Al has maintained its operations amid the ongoing Israel-Hamas conflict. At a recent Airline Passenger Experience Association conference in Long Beach, California, El Al’s Senior Executive Vice President of Customer Service and Experience, Oren Cohen Butansky, discussed the airline’s unique position during these challenging times.
Understanding El Al’s Unique Mission
Q: With the ongoing conflict, how has El Al adapted its service compared to U.S. airlines that have reduced flights to Israel?
A: El Al Airlines operates under a distinct mission that prioritizes the needs of Israeli citizens. The airline has increased flights to the U.S. by nearly 40%, focusing on destinations with significant Jewish populations. Notably, we have expanded our offerings to both JFK and Los Angeles to ensure accessibility for our passengers.
Capitalizing on Opportunities
Q: Have the flight reductions by U.S. airlines like United, Delta, and American opened up opportunities for El Al?
A: Indeed, the ability to meet customer expectations during challenging times is critical. By providing reliable service and a commitment to safety, we aim to earn the trust of passengers who would typically consider U.S. carriers. We ensure that regardless of external circumstances, our flights will operate, providing a safety net for travelers.
Enhancing Customer Experience
Q: How has the customer experience changed in light of the current situation?
A: There’s been a noticeable shift in customer preferences since the conflict escalated. While technology and self-service were previously the focus, customers now prefer direct human interaction. Our 6,000 employees are dedicated to customer service, and we ensure that communication channels are open, including direct access to executive-level staff. Our customer service phone lines now manage millions of inquiries each month, reflecting a significant increase in demand for personalized assistance.
Flexible Policies During Uncertainty
Q: What adjustments have been made to your flexibility policies since the onset of the war?
A: We have altered our policies significantly. Vouchers are now valid for two years, and we’ve reduced change fees to accommodate our customers. Even though our planes are reaching full capacity, we prioritize customer needs and are prepared to offer refunds or vouchers for those who wish to change their travel plans due to safety concerns.
Investing in Quality During High Load Factors
Q: With a reported load factor of 93% for the second quarter, how has this impacted onboard service?
A: Despite high demand, we are focusing on enhancing the passenger experience. This includes adding extra flight attendants on each flight and improving in-flight dining by collaborating with Michelin-star chef Assaf Granit. Additionally, we have revamped our lounge at Ben Gurion Airport to ensure comfort for all travelers, highlighting that our commitment to quality remains strong even with increasing capacity.
A Call for Feedback
El Al is always striving to improve, welcoming customer feedback and suggestions. Passengers can reach out directly via TellOren@elal.co.il to share their thoughts, ensuring that we continually enhance our services.
