El Al announced plans to introduce new bedding, amenity kits, and menus from November as part of a phased upgrade to its passenger services, including partnerships with Israeli textile brand TAKEANAP and fragrance company Jo Malone London.
The airline said it would introduce the changes gradually, with availability depending on the destination. Separately, its previously announced Starlink internet service is scheduled to begin rolling out in 2027, with free access on equipped flights, subject to terms of use.
New bedding and amenity kits
Under the TAKEANAP partnership, El Al plans to replace its existing blankets and pillows in economy, premium, and business class with products developed for the airline. The range includes blankets tailored to each cabin and pillows designed to feel like down.
Business-class passengers will also receive memory-foam pillows with cooling technology, according to the airline. The airline plans a soft seat topper for North American flights, while pajamas and slippers are among the other sleep amenities listed in the announcement.
The Jo Malone London partnership covers amenity kits for premium cabins, with socks, eye masks, hygiene products, and a velvet pouch containing the brand’s skincare and fragrance products. On long-haul business-class flights, the kits will also include perfume and hand and body cream.
Revised menus under Assaf Granit
The food changes include a choice between a sandwich and a poke bowl for economy passengers on short-haul flights to Europe. In premium cabins, El Al plans to introduce new menus and serving ware under chef Assaf Granit.
The airline said it developed the menus with a dietitian and will display nutritional information alongside each dish. The offering includes protein-rich meals and a dessert cart.
Passengers on long-haul flights will also receive chocolates developed for El Al by Israeli chocolatier De Karina as part of the welcome service.
Personalized entertainment and app updates
El Al said its new entertainment system would recommend content based on passengers’ viewing preferences and allow them to resume a program where they stopped watching on a previous flight.
The seat-screen interface lets passengers log in to their frequent-flyer accounts, view personal information, and take travel-related actions. The changes also include a new children’s interface.
The airline’s app is adding a “travel mode,” available from 48 hours before departure, that brings together information for the upcoming flight. A Live Activities feature provides updates directly on the phone screen without requiring passengers to open the app.
El Al also introduced Ella, an artificial intelligence-based customer service assistant designed to answer initial inquiries, retrieve relevant booking information, and help customers complete tasks or reach the appropriate service representative.
“The expansion of the premium products we are launching today is intended to provide additional value to customers, strengthen their loyalty, and maintain the company’s standards over time,” said Nadav Hanin, El Al’s vice president of marketing and digital.