El Al's Frequent Flyer Club will eliminate the time limit for the validity of the points


by Ifi Reporter Category:Communication Dec 3, 2022

El Al's Frequent Flyer Club is embarking on a series of significant changes to the loyalty program that will upgrade and simplify the point accumulation and redemption model as well as the system of eligibility for classes. The updated plan will go into effect in September 2023.
The main change will eliminate the time limit for the validity of the points accumulated by the customer, compared to 3 years of validity today. However, the benefit of the time limit insurance is only valid as long as the points are accumulated from flights or credit card purchases in the amount of NIS 5,000 per month.
As part of the new program, each point accumulated will be valid for 18 months, with its validity automatically extended by an additional 18 months each time a club member earns at least one point from a flight or makes transactions worth at least NIS 5,000 per month on a Play Card card during this period.
The accumulation of points has been adapted to the Miles method, similar to the clubs of leading international airlines in the world. The value of the points will be multiplied 50 times, so that each point in the current program is equal to 50 points in the new program.
The club will also allow customers to earn a status called "Diamonds". The points will be used for redemption only and the diamonds will be accumulated at the same time from the purchase of shopping cards and related products unique to diamond status. For every dollar spent, customers will earn one diamond. Premium Play Card holders will earn 1.2 diamonds for every dollar, and will also be able to earn diamonds from card purchases. The new conditions will make it easier to reach gold customer status, and this will be possible through the purchase of $6,000 worth of products compared to $7,000 today. The club canceled the additional cash that was required for the purchase of bonus tickets, so that the tickets will consist of points only and with the addition of taxes.
The frequent flyer club has more than 2.5 million members in Israel and around the world and about 350 thousand Play Card credit cards. In June, the Phoenix entered the club at a value of 400 million dollars and owns about 20% of the shares, while El Al owns the rest.
Ronan Galperin, CEO of the Frequent Flyer Club and Play Card, said: "The new loyalty program puts it on par with the best programs in the world, and benefits our active and loyal customers. El Al and the club have proven that the strength of the brand is high and the demands for the club are increasing, when a business expression of confidence alongside the loyalty of the customers is also reflected by the entry of the Phoenix as a partner in the club."



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