El Al Israel Airlines Ltd. (TASE: ELAL) today launched "tourist plus" class, in line with other airlines. Tourist plus, separated from economy class by a curtain, offers ergonomic seats with four inches more leg room (36 inches compared with 32 inches), a footrest, one third more seat adjustment, alcohol, a personal entertainment system, and other perks. Tourist plus has 34-40 seats in the front part of the economy class section of the plane.
El Al is initially offering the new service on Boeing 747-400 jets on routes to New York, London, and Paris. Ticket sales for the new class will begin tomorrow. Tourist plus will cost $80 more than economy class to European destinations, and $150 more on long haul flights. Frequent flier points can be used instead of the extra fare. El Al customers with Top Platinum, Platinum, and Gold cards will be eligible for tourist plus at no extra cost, and Top Platinum can add an accompanying passenger as well at no extra cost. Passengers who bought upgradable tickets can also fly tourist plus at no extra cost.
The tourist plus class aims to meet several needs, which have been growing for several years. Companies sending employees on business trips are seeking to cut costs by not using first or business class, while still offering a better experience than economy class. Frequent flying business executives who seek to avoid mixing with the hoi polloi will not have to pay the high fares for first or business class.
The new tourist plus class also meets the needs of another market segment: individuals on long flights seeking a roomier and more pleasant experience for far lower fares than first or business class.
British Airways and Air France-KLM began offering tourist plus type services two years ago.
El Al CEO Eliezer Shkedi said, "We've set a very high standard of service excellence to deal with competition and keep our status as the airline of choice for passengers arriving in and departing from Israel."
El Al's share price rose 1.4% by early afternoon to NIS 0.37, giving a market cap of NIS 183 million.
Published by Globes [online], Israel business news - www.globes-online.com - on May 22, 2012
© Copyright of Globes Publisher Itonut (1983) Ltd. 2012